scott and white health plan

When Scott & White Healthcare merged with Baylor Health Care System to form SWHP, the largest not-for-profit healthcare system in Texas, they inherited a fragmented digital experience with low user engagement.

We delivered a digital-first, yet down-to-earth experience with superior customer service and utilization features that deliver benefits to multiple audiences. I established copy/content strategy deliverables for different target markets (consumer; employer; provider; broker; Medicare; Medicaid). Then I crafted new copy that was personable and empathetic to ensure the experience felt welcoming, and not sterile.