For health plans and insurers

Your members are not confused because they are careless. They are confused because the document is.

Open enrollment materials that read like a legal filing. Denial letters that generate calls instead of answering them. A compliance loop that rewrites plain English back into jargon. We have worked inside that loop — for nine years at Arkansas Blue Cross, two more at Blue Cross of Idaho, and six ongoing at USAble Life.

Book a free 30-minute audit Services and pricing

Written for: Director or VP of Marketing · Director of Communications · Director of Member Experience

What usually brings someone here

If more than one of these is true, the call is worth thirty minutes.

Open enrollment is 90 days out and the materials still read like a contract

The plan documents are accurate and unreadable at the same time. Nobody has time to rewrite them and the deadline does not move.

Member Services keeps fielding the same call

One unclear benefit explanation becomes thousands of calls. That is a measurable cost, and it traces back to a paragraph.

A plain-language or readability mandate landed

The requirement is clear. What is missing is anyone in-house qualified to execute against it while keeping compliance satisfied.

Compliance keeps rewriting marketing's copy back into jargon

Both sides are doing their job. The loop breaks when the writer already knows what the reviewer will object to.

The internal writer left

Backfilling a senior content role runs $160,000 to $220,000 all in. A retainer covers the work without the headcount.

Why us for this

The number we can show you

At Arkansas Blue Cross, she built and presented the ROI case that got social media approved at the executive committee, then ran the #TGFI campaign — a 42% increase in Facebook followers, and a contribution to an 8% increase in 2016 private-option sales among millennial customers.

17+ years inside the health and ancillary insurance industries — not a generalist learning your business on your budget.
Nine years in-house at Arkansas Blue Cross and Blue Shield, then two years consulting for Blue Cross of Idaho. The expertise travels between plans.
She has sat on the payer side of the compliance review loop and knows what a reviewer will send back before it is written.
Certified Usability Analyst, with a history of redesigning sales portals, provider network search, and member portals — not just page copy.
Nine years of technical writing at Northrop Grumman before any of it, which is why the plain-language work is disciplined rather than merely friendly.

What we would probably start with

The offers that fit this situation.

Open Enrollment Communications Kit

From $8,000

The whole enrollment communication set, written once and built to be reused: member letters, plan comparison copy, the guide, email sequences, social, and the FAQ your call center actually needs. Written by someone who has sat inside a payer's enrollment cycle and knows what compliance will send back.

Six to ten weeks. Book March through July for an October or November enrollment.

Plain Language Audit

From $2,500

We take a set of your member- or patient-facing documents, score them for readability, and rewrite a representative sample so you can see the difference rather than take our word for it. You get the rewrite, the scoring method, and a style sheet your own team can work from.

Two to three weeks

Fractional Content Lead

From $5,000/month

The senior content role without the headcount. Strategy, editorial standards, review-loop management, and oversight of your existing writers, designers, or agency — from someone who has held the role inside a health plan.

Rolling, six-month minimum

Content and Social Retainer

From $3,500/month

Ongoing content and social strategy with the writing included. A calendar you did not have to build, copy that clears review the first time more often than not, and a monthly report that talks about outcomes rather than impressions.

Rolling, three-month minimum

Typical investment

Open Enrollment Communications Kit: From $8,000
Content and social retainer: From $3,500/month
Fractional content lead: From $5,000/month

Relevant work

The closest things we have done to this.

Arkansas Blue Cross and Blue Shield

Measured

The largest health insurer in Arkansas

9 years 8 months, in-house

Built and presented the social media ROI case to the executive committee, then launched and ran the program: strategy, content calendars, a team of writers and designers, paid Facebook campaigns, a 24/7 social listening calendar, and social customer-service triage.

Outcome

The #TGFI campaign grew Facebook followers 42% and contributed to an 8% increase in 2016 private-option sales among millennial customers. The ROI case is what got social media approved at the executive committee in the first place.

Blue Cross of Idaho

Regional Blues plan

2 years, consulting

Took over dormant channels as social media strategist and built the strategy and workflow from nothing — content calendars across multiple company divisions, a social customer-service triage process, and the team to run it.

Outcome

A plan that started with dark channels finished with a running content operation across multiple divisions and a triage process for member questions arriving on social.

USAble Life

Ancillary and supplemental carrier — life, dental, vision, disability

6 years, ongoing

Content calendar, copywriting, and scheduling for Facebook and LinkedIn, working alongside in-house designers.

Outcome

A six-year continuous engagement. The carrier has renewed the work every year since 2020 rather than moving it in-house or to an agency.

See the full roster →

Send us one document. We will show you the rewrite.

A free 30-minute plain-language audit of any member- or patient-facing document. We score it, mark it up, and walk you through what we would change. You keep the marked-up copy either way.

Book the free audit See examples first