Allyson Schultz

Evangelism & Customer Experience

Description:  The health insurance industry is notorious for its complexity and jargon.  In 2017 EmblemHealth wanted to address this issue by shifting to plain language in communications, both from EmblemHealth and its medical group, AdvantageCare Physicians. We created an internal campaign that included e-mail, event and video communications, campaign "takeovers" of the five office locations, digital banners on the company Intranet and campaign-specific pins for employees.  

My role:  As Director of Marketing & Creative Services, I collaborated with a cross-departmental team to outline goals and KPIs for the internal campaign and develop a marketing strategy. I then briefed the creative team and worked closely with the designers to refine concepts, imagery and copy.  The result was a campaign that I called Speak Human. Following launch of the awareness campaign, I worked with our Corporate Communications team to develop and implement department-specific follow-up communications about the initiative and surveys to measure adoption. 

Results: 

• Simplification of all member communications to a 5th grade reading level
• Improved member satisfaction, as measured by member surveys and NPS

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