MetroPlusHealth Digital Content Marketing Strategy
Our mission: to make sure every New Yorker is covered.
Everyone deserves the peace of mind that comes with high-quality health insurance—no matter the cost. That simple truth was the driving force behind MetroPlusHealth’s B2C marketing strategy, which I helped shape and direct.
The Challenge
New York City is one of the most diverse, competitive healthcare markets in the country. For MetroPlusHealth, a community-driven health plan with offerings such as MetroPlusHealth Gold, the Essential Plan, and Medicaid Managed Care, the challenge was clear: how do we connect with New Yorkers in ways that cut through the noise, build trust, and ultimately drive enrollment?
My Role
As Director of Content Marketing and Corporate Communications, I guided the strategy and development of our B2C initiatives by leading partnerships with top marketing and branding agencies. My role was both creative and strategic:
- Defining the message: Centering every campaign around accessibility, affordability, and peace of mind.
- Directing agency partnerships: Aligning creative teams with MetroPlusHealth’s mission to ensure messaging was human-first and community-focused.
- Shaping digital content strategy: Building integrated campaigns that lived across web, social, search, and community channels—meeting New Yorkers wherever they were.
The Approach
We put the lived experiences of New Yorkers at the center of the story:
- Campaigns highlighted real-life value—plans that met people’s needs without breaking their budgets.
- Messaging underscored trust and community, positioning MetroPlusHealth as a partner, not just a provider.
- Content was localized and multilingual, ensuring inclusivity across the city’s diverse communities.
The Results
By focusing on clarity, accessibility, and trust, MetroPlusHealth strengthened its position as one of New York’s most affordable and reliable health plan options. Our B2C strategy drove measurable growth in enrollment for key plans like MetroPlusHealth Gold, the Essential Plan, and Medicaid Managed Care, ensuring more New Yorkers received the coverage they deserve.
