CASE STUDY
Curative
Overview
Curative offers a new and innovative approach to employer-sponsored health insurance focused on affordability, engagement, and simplicity. Curative sought to establish a distinct brand identity as an emerging player in the competitive health insurance industry. Curative partners with Content Workshop on content to establish Curative as a trustworthy thought leader. Curative initially came to Content Workshop with a need for high-quality blog content, SEO-optimized and location-specific web pages, and data-driven reports.
Problem
Plenty of data but no persuasive story.
Curative is a new player in the health insurance industry. In this competitive space where traditional, long-established healthcare plans hold the majority of business, creating a compelling brand identity and building trust is a challenge. While Curative has a skilled marketing team, the company has multiple shifting priorities and robust content goals. Curative needed to increase the volume and quality of their content library and optimize their location-specific web pages to expand their offerings to new regions.
Curative conducted consumer survey research and received comprehensive raw data but needed help to synthesize the statistics and write the narrative to generate a data-driven report. This report was a high priority to persuade employers that their workforce needs the new and nontraditional healthcare options Curative offers.
Solution
Since Curative partnered with Content Workshop, our team has written over 85 blogs, 4 syndication pieces, 5 long-form whitepapers, 8 email campaigns, and 6 pillar pages. Content Workshop also synthesized Curative’s raw consumer survey data and generated 4 consumer surveys speaking to the state of employer-sponsored health insurance in Georgia, Florida, Texas, and the US as a whole. This content has inaugurated Curative as a thought leader in the health insurance industry and served as an effective sales tool.
Content Workshop developed a targeted SEO strategy and generated 21 web pages for Texas, Florida, and Georgia that substantially improved Curative’s SEO numbers in these regions. The Content Workshop team also drafted content in collaboration with Curative’s C-suite partners and refreshed old content to ensure relevance and currency.
Results
Curative is now an established voice in its industry.
Organic traffic to Curative’s website has improved, particularly in Texas. Curative’s website is now optimized for employers, brokers, and members, providing compelling and up-to-date information for all verticals. Curative’s consumer surveys have been disseminated across multiple industries as an original source of data and cited in major online publications.
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