Case Study: Optional Critical Illness
A new Optional Group Benefits product launch — the first of it's kind that required very specific data & automation requirements to power it. That combined with full custom content that leveraged copy writing, design, email, and web strategies to build effective marketing and grow product demand.
- Custom data feed that included project managing a working group to build data connections, SSO requirements, and security standards internally to our external vendor.
- 100+ step automation with tiered launches designed to introduce the offer to new members at specific dates, while offering it to existing members during predetermined open-enrollment windows.
- Multi-step email campaign for Advisors, Administrators, and Members
- Landing page
- Highlight sheets
- Advisor FAQ
- Internal training
Shaw Lab Group
Shaw has a diverse set of products ranging from clear aligners, crown & bridge, implants, cosmetic dental products, and more. Each product is custom-made for the patient, including shape, colour, texture, and more. This required a delicate balance of showing the ability for Shaw to match the high production requirements of large dental offices while also meeting perfect quality expectations.
To market these products, I built:
- Social media posts and advertising on Facebook and Instagram
- Product guides
- Magazine print advertisements
- Product information brochures
- Pricing guides
