Marketing | Pat Write Good

Making brANDS Shine FOR OVER A DECADE

Content Strategy

Medicare.Highmark.com

I helped lead a cross-functional team to create a cohesive Medicare onboarding experience for Highmark Health. I worked with digital experts to create a site map and information architecture, UX designers to help create wireframes and user journeys, and SEO specialists to ensure that each of my pages would rank - all during a pandemic.

I ended up writing over 30 pages of well-organized content designed to guide anybody through the entire Medicare process. We covered the basic Medicare Parts, Medicare Advantage, Medigap, the enrollment process. The content included long-form articles, videos, and infographics. We also created dynamic content that connects new Medicare members to a robust set of other tools and resources.

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Digital Strategy

United Healthcare

I can write headlines all day. I'd like to show some of the things I do before I write.

United Healthcare needed a digital onboarding experience for new Medicare recipients. So before we started building it, we needed to figure out what their customers really needed.

We created a comprehensive strategy book that included competitive analysis, artifacts from trendsetters in other industries, interviews, and more. My favorite part was going a step beyond customer personas and creating customer archetypes based on customers emotional, informational, and interactive needs.

Here, you can check out some of the competitive research and a few of those archetypes. (Click to expand)

Competitive Analysis

How UHC stacked up against other big players in the healthcare industry when it came to digital best practices.

Accessibility

How UHC compared to competitors when it came to accessibility.

Customer Archetypes

2 more customer archetypes with their primary motivations and needs.

Competitive Analysis

How UHC stacked up against other big players in the healthcare industry when it came to digital best practices.

1/4

Digital Strategy

United Healthcare

I can write headlines all day. I'd like to show some of the things I do before I write.

United Healthcare needed a digital onboarding experience for new Medicare recipients. So before we started building it, we needed to figure out what their customers really needed.

Here, you can check out some of the competitive research and a few of those archetypes. (Click to expand)

Competitive Analysis

How UHC stacked up against other big players in the healthcare industry when it came to digital best practices.

Accessibility

How UHC compared to competitors when it came to accessibility.

Customer Archetypes

2 more customer archetypes with their primary motivations and needs.

Competitive Analysis

How UHC stacked up against other big players in the healthcare industry when it came to digital best practices.

1/4

TV & Radio

Liberty University

I've written over 100 commercials for TV and radio, I chose to show these two because one of them aired nationally and there's a good lesson that came out of it.

Liberty University is a very conservative college. I am not a conservative, but they were a client of the agency I was working at. Despite having competing ideals, I tried to represent them as fairly as I could.

In our early meetings, they explained that they wanted to be to evangelicals what Notre Dame is to Catholics. First thing I did was try to soften their previous tag line, which was "Training True Champions of Christ since 1970." I gave them a slight rebrand with the line "Liberty University: Right now."

I created several commercials and videos for them. Discover Your Calling was locally aired due to it's length and served as an inspirational video for prospective student. The other promotes their online degree program, which accounts for a large portion of their enrollment, and aired nationally. I wrote the scripts, presented concepts to the client, and selected and directed the voice talent for both spots.

Not my politics, but the work turned out well.

Branding

What's in a name?

Sometimes clients need help communicating who they are. These projects can also be some of the most fun to work on.

When helping somebody come up with an identity, I like to walk them through a series of exercise to help narrow down a brand voice, tone, color palette, and image.

The work my team did for Carter Global won a creative design award. Stemisphere is still used by the Carnegie Science Center to promote their STEM classes. Also in the slideshow is one of the exercises I like to use to help brands find their voice.