Consumer Microsite

If you’re looking for trusted health advice that works for real life, there are many sources — but not all of them combine interesting, relevant insights that are also medically-backed.

From 2022-2023, I developed editorial strategy for “Healthier You,” Optum’s consumer content destination that offers tips and ideas to inspire healthy living at any age. “Healthier You” is part of the overall enterprise consumer ecosystem and contains calls-to-action (driving to business units) to activate the reader to take charge of their health and well-being.

The goal of the site was to build and engage our target audience, women between 25-54 who are “household health chiefs,” to grow awareness and affinity for the Optum brand. We also connected content to key cultural touchpoints, seasonality and moments in the news cycle.

I also contributed to the integrated marketing strategy for the site which included paid search, display, native and social (Instagram, Facebook, LinkedIn.) Campaign efficacy and performance continually exceeded industry standards.

You can read all the "Healthier You" articles here.

HIGHLIGHTS:

• Site traffic at nearly 2 million visits, usually 2-2.5x benchmark

• 40K clicks to business units, growth in attributed segments (D2C traffic/referrals)

• 13% conversion rate

• 200 articles in-market

• Recognized with 1 Communicator Award in 2023