Curative is fixing everything that’s wrong with status quo employee health plans. They had a well-oiled content marketing engine, but needed help turning their editorial pieces into high performing B2B ads.
They hired me as the sole copywriter/ACD to do it. It was an honor to help more working Americans get health insurance that they could finally use and afford.
Texas Survey Campaign
Curative surveyed adults in Metro Texas areas about their experiences with employer-sponsored health plans. I made these LinkedIn and display ads to drive traffic to the findings. LinkedIn saw a 2.65% CTR compared to the average 0.56% from previous campaigns, and display crushed average benchmarks. It was so successful that we replicated the campaign for Florida.
Halloween Campaign:
No copays. No deductibles. No brainer.
Curative is such a clear winner against competitors, that the choice is a No Brainer. So we turned pain points of traditional health insurance into AI generated assets for Halloween, tweaking the “No copays. No deductibles. No…really” tagline to lean into the season.
I pitched the concept and managed their external agency partner, Superside, to design to assets. The campaign performed so well in 2023, it ran again in 2024.
Segmentation campaign
A brand consulting firm gave Curative a bunch of customer personas for HR professionals, CEOs, and Brokers. My job was to create individual campaigns for each with paid social, emails, and landing pages.
It was a lot of work, but it worked. To the tune of $23.5M in annual revenue.
Credits
ACD/writer: Paul Nocchi
Design: Superside