Product Positioning

After purchasing Doctor On Demand and Included Health, Grand Rounds rebranded under the name Included Health.

These formerly distinct companies provided different healthcare services: Doctor On Demand provided virtual primary, urgent, and mental health care; Grand Rounds offered healthcare navigation and second opinions; the original Included Health supported members of the LGBTQ+ community in finding affirming care.

After the merger, these different offerings were housed under the same name, which needed a new brand identity and product positioning.

My role.

I built the messaging infrastructure and hierarchy for the new Included Health. This involved not only defining all the offerings assembled together in a single package, but also creating the framework for all the combinations of services offered by Included Health. For example, some clients had healthcare navigation and virtual care, others had virtual care and LGBTQ+ support, while others had varieties of healthcare navigation support.

I developed a copy system stored in spreadsheets and catalogued by asset type, product package, and copy element. Once standardized, these spreadsheets were shared across the company to drive alignment across departments.

Once I developed and standardized the positioning and messaging framework for all product variations, I then optimized and refined messaging through A/B testing, member feedback, and user research.

The outcome.

The big picture result? This work allowed the company to scale to 300+ clients and 100M eligible members. With testing and optimization, we saw 30% YoY growth. For the launch of Black Health alone, the copy process and documentation allowed us to go live with 70+ clients, reach 4M individuals, and achieve 99% user satisfaction.