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Case Study

Under-65 Persona Strategy & Campaign Foundation

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Role: Creative Strategist – Lead Messaging, Concept Development, & Performance Optimization

Results

Internal Alignment

on new creative direction

This case shows how human-centered creative and data-driven strategy work best together.

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By simplifying the message, making the benefit instantly clear, and iterating based on performance insights, I turned a straightforward Medicare benefit into a powerful, cross-channel marketing driver.

New Digital Asset System

designed and ready for testing

Messaging Playbook

created to support future ads and landing pages

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Overview

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HealthInsurance.com, MedicareInsurance.com’s sister brand, was looking to expand into the under-65 individual and family plan market.

 

I led the creative and strategic direction, building detailed personas, shaping messaging strategy, and creating digital assets designed to resonate with a younger, more diverse audience.

Challenge

Unlike Medicare, the under-65 health insurance market spans a wide range of life stages from gig workers and recent grads to single parents and part-time caregivers. While the product itself wasn’t that different, the motivations and emotional drivers were completely new territory for me.​
 

With no test data to lean on, I had to build the strategy from the ground up.

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Strategic Approach

  • Persona Development: Built multiple personas to reflect real life stages: young adults aging off parental coverage, people between jobs, and families just above the Medicaid threshold.

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  • Messaging Themes: Focused on clarity, empowerment, and self-advocacy, with lines like:

    • “You deserve coverage that actually fits your life.”

    • “Not sure where to start? We’ll help you figure it out.”

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  • Design & Copy Direction: Collaborated on wireframes and landing pages that prioritized a human tone, clear calls to action, and approachable benefit language.

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  • Strategic Positioning: Applied learnings from MedicareInsurance.com without assuming the same approach would work such as adjusting the voice and benefit framing for a more cost-sensitive, tech-native audience.​

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Takeaway

This project showed how I take insights from one audience and adapt them for another, not by copy/pasting, but by reframing what actually matters most.

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Strategy isn’t just about what worked; it’s about understanding why it worked and adjusting for a new context.

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