I led a team in building and crafting Devoted Health's brand, using consumer and member research to shape a voice and tone that felt conversational, friendly, and approachable—key to making healthcare feel less intimidating. This work helped position Devoted Health as the fastest-growing Medicare Advantage plan in the U.S. for two consecutive years.
Brand Development
Brand Book
I led the development of the Devoted brand book alongside the CMO to solidify and codify the brand's identity. This comprehensive guide captured the essence of the brand, from visual elements to voice and tone, ensuring consistency across all touchpoints. By establishing clear brand guidelines, we created a foundation that allowed the entire team to communicate the Devoted story cohesively and authentically, reinforcing our mission and values at every opportunity.
Direct Mail
member & prospect mail
I lead in the development of a multi-touch direct mail program designed to guide consumers through the decision-making process as well as the onboarding experience. By providing clear, helpful information at each step, we empowered consumers and members to make more informed decisions about their healthcare.
Social media
Facebook & Instagram
We used social media as a direct line to connect with both current members and prospects, offering valuable tips and tricks about their benefits or living a healthy life, showcasing inspiring member stories, and sharing content that made them feel seen and cared for. By creating a space where members could engage with us, ask questions, and learn more about their healthcare options, we fostered a sense of community and trust. Our goal was to ensure that everyone felt supported, informed, and valued throughout their healthcare journey.
