SERVICES
Content Strategy, User Segmentation, Message Guide, Brand Voice, UGC Process and Tool
THE PROJECT
Health Stories Project provides people with opportunities to share their personal health experiences and to learn from the experiences of others. They needed a better understanding of how to deliver content to user segments spanning 400+ unique health conditions.
THE STRATEGY
Greater understanding of audience in order to keep and build engagement. The ideas is to work smarter not harder, increase content output and engagement through better segmentation and by leveraging user-generated content.
THE RESULTS
New audience insights and segments to test.
Optimized recruitment and lead gen process. Potential tool to be used as a competitive differentiator.
New process represents a cultural shift. Concepts presented at the beginning of 2020 give a window into my creative range and ideation process.
Shelli Martineau | Digital Marketing 