Annual Health Check Campaign
Lead Content Strategist | Senior Copywriter | Project Manager
TL;DR
I led the strategy, naming, messaging, and creative development of Cityblock’s new Annual Health Check campaign—transforming a confusing clinical requirement into a clear, human-first preventive care message that drove record appointment demand across multiple markets.
Highlights
- Rebranded the internal term “Annual Provider Visit” to Annual Health Check, validated through DISQO testing and behavioral insights.
- Built the full omnichannel campaign (SMS, email, mail, landing page) and aligned marketing, design, clinical, ops, and compliance teams.
- Completed strategy, copy, testing, and deployment in four weeks.
- Drove record demand, with markets like Ohio reaching nearly ~70% kept rates and several regions scheduling out 30+ days.
- Adopted company-wide as the standard naming and messaging framework for all preventive and BOI-focused outreach.
Overview
Cityblock Health launched its first-ever Annual Health Check campaign to close Burden of Illness (BOI) gaps and encourage members to complete their yearly health exams.
As the lead stakeholder, strategist, and copywriter, I spearheaded the naming, messaging, testing, and end-to-end rollout of this foundational campaign—balancing clinical accuracy, compliance alignment, and persuasive storytelling.
The result: a scalable evergreen campaign that reframed a complex business goal into a clear, actionable message members understood—and responded to.
Challenge
Cityblock introduced new organizational goals tied to Burden of Illness (BOI) metrics, requiring members to complete annual visits that help identify and document chronic conditions.
However, the term previously used internally—“Annual Provider Visit (APV)”—was highly clinical and misunderstood by members. Many saw it as a required insurance step, not a personal health check.
To succeed, the campaign had to:
- Translate a financially critical metric into a member-centered story.
- Maintain compliance accuracy while sounding human, accessible, and motivating.
- Build a reusable template that could scale across markets and channels.
Insight & Strategy
I conducted a three-part research sprint to guide our messaging and naming approach:
- Behavioral Insights Synthesis – Partnered with the Behavioral Design team to analyze member interviews and 600+ lookalike survey responses.
- Members preferred speaking with trusted providers and disliked “robotic” or “clinical” messages.
- Many expressed confusion over which Cityblock numbers to text and how to engage.
- The takeaway: clarity and familiarity drive action.
- Google Trends & Commons Research – Compared commonly searched terms for annual exams to internal phrasing.
- “Health check” and “check-up” dominated everyday language use.
- “Health check” and “check-up” dominated everyday language use.
- DISQO A/B Testing (n=205) – Conducted a national test across Medicaid and dual-eligible populations to identify the most intuitive, motivating term.
- “Annual Health Check” was the clear winner, outperforming all other options.
- Only 6% of respondents understood “Annual Provider Visit.”
- 31% said they’d be most likely to schedule after seeing “Annual Health Check.”
- 63% viewed it as a general preventive visit, not a compliance task.
Decision:
Rebrand the campaign to Annual Health Check — aligning with how members naturally describe and value their annual exam.
Execution
I led the creative and operational rollout of the campaign from concept to deployment in just one month.
My core contributions:
- Strategy & Messaging:
Crafted all campaign copy, headlines, and message flows across SMS, email, and direct mail.
→ Focused on what members gain (whole-person care, easy scheduling, supportive care team) rather than what the system needs.
- Creative Direction:
Collaborated with Design to develop visuals that felt warm and optimistic, using friendly tone and accessible imagery.
→ Positioned Cityblock as a partner in care, not an administrator.
- Project Management:
Orchestrated cross-functional alignment between Marketing, Design, Behavioral Design, Operations, and Compliance.
→ Built an approval-ready template for recurring annual campaigns.
- Testing & Optimization:
Partnered with the external audience measurement platform to validate performance with lookalike audiences.
→ Established a framework for ongoing name and message testing across future BOI campaigns.
Results & Impact
1. Measurable behavior change and appointment demand
The “Annual Health Check” campaign directly drove an uptick in appointment scheduling across multiple markets, evidenced by internal operations updates noting capacity constraints:
“Clinical Intake appointments are being scheduled 30 days out. This significantly limits our ability to schedule within the current month.”
— Operations Slack message, March 2025
“Wow — great problem to have. Go team ⭐”
— Cityblock Leadership Feedback
2. Campaign-level performance metrics
| Market | Reach | Conversion | Kept Rate | Notes |
|---|---|---|---|---|
| OH | 63% | 8.6% | 69.9% | Strongest performing campaign; member demand exceeded scheduling capacity. |
| IN | 89% | 11% | 65.3% | High kept rate across marketing + care teams; reinforced message clarity. |
| MA | 49% | 5.1% | 44% | Early rollout; no new SMS script, still saw reach lift (17.3% vs 11.6%). |
3. Strategic outcome: Established a scalable naming and messaging framework
- The Annual Health Check name is now the standard language for all Cityblock preventive and BOI-aligned outreach.
- Campaign assets and templates created under this initiative are used for ongoing automated outreach.
- The naming research is cited in internal strategy and legal documentation as evidence of member comprehension and engagement impact.
Tools & Collaboration
- DISQO testing platform
- Figma (creative review)
- ClickUp (project management)
- Slack & cross-functional working sessions with Behavioral Design, Marketing Ops, and Compliance
- Google Trends
Outcome Summary
Timeline: 4 weeks from concept to deployment
My roles: Lead Strategist, Lead Copywriter, Project Manager
Business impact:
- 30%+ appointment scheduling uplift across key markets
- Appointment capacity reached within first month of launch
- Established permanent internal naming standard for preventive campaigns