Warm Health: Content Strategy and Development

Situation

• Health plan care managers are a high value, cognitive resource but spend much of their time chasing members
• Innovative service uses scripted health content to engage plan members and connect them to care managers
• Service is deployed, primarily, over the telephone via automated calls

Obstacles

• Initial call scripts offered broad topical content intended for small plan population subsets
• Sales efforts appealed to multiple content opportunities which added complexity to content focus
• A content plan and architecture was needed to prioritize and facilitate development

Actions

• Inventoried then reviewed content scripts for intent, style, voice, and continuity
• Created virtual care management persona with “life and health status profile” to add credible reference points within call scripts
• Expanded content scripts to incorporate virtual care manager voice and included new health and wellness topics

Results

• Strategic content roadmap helped to organize content development into a dashboard
• Virtual care manager added life and believability to call scripts and member contacts
• New health and wellness scripts added depth and relevance to outreach calls