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Transition of Care (TOC) Campaign

Lead Messaging Strategist | Senior Copywriter | Creative Strategist

TL;DR

I led the behavioral messaging strategy and full creative build for Cityblock’s hospital-to-home campaign—turning a complex clinical workflow into a clear, empathetic recovery experience that helped members understand the program, feel supported, and re-engage with care after a hospital stay.

Highlights

  • Rebuilt the entire TOC collateral suite (landing page, SMS, emails, direct mail) to introduce the revamped program in member-friendly, emotionally grounded language.
  • Informed messaging with behavioral insights, nurse interviews, and real member sentiment to reflect the realities of post-hospital recovery.
  • Created clear, compassionate content that supported both members and TOC nurses, improving transparency, trust, and program visibility.
  • Drove measurable engagement improvements across every channel:
  • +26% SMS click rate
  • 8x increase in Spanish-language engagement
  • 105% increase in completed TOC workflows
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - brochure section 5

Overview

When Cityblock launched a new Transition of Care (TOC) program to help members recover safely after a hospital stay, there was one major gap: no member-facing materials existed to support it.

Members didn’t know the program was available. TOC nurses lacked tools to explain it. And external partners couldn’t see the value the program offered in lowering readmissions and improving continuity of care.

As Lead Content Strategist and Senior Copywriter, I led the behavioral, messaging, and creative overhaul—turning a complex internal workflow into a clear, emotionally grounded member experience that demonstrated Cityblock’s value when it matters most.

Challenge

The company had built a strong operational program for post-hospital recovery—but the story was missing.

We needed to:

  • Introduce the hospital-to-home program in language members could easily understand.
  • Create collaterals that supported members, TOC nurses, and clinical teams alike.
  • Build awareness of Cityblock’s comprehensive support system (from urgent care to social services).
  • Drive measurable improvements in post-discharge engagement, program completion, and readmission prevention.

The behavioral goal: show up for members in a moment of vulnerability with warmth and clarity—not clinical jargon.

Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - landing page

Insight & Strategy

Using research from the Behavioral Insights & Product Design (BIPD) team and first-hand nurse interviews, I uncovered a core truth:

Members emerging from a hospital stay don’t just need care—they need reassurance.

Key strategic shifts I led:
  1. Human-first language: Replaced “transition of care program” with “hospital-to-home support,” a phrase that clearly signals comfort and partnership.
  2. Empathy through voice: Crafted messages that spoke directly to recovery emotions—relief, anxiety, and uncertainty—acknowledging both physical and emotional needs.
  3. Behavioral flow design: Sequenced content across the member journey (inpatient → discharge → recovery) to deliver the right reassurance and next-step cues at each moment.

Accessibility and compliance balance: Collaborated with legal to develop PHI-safe variants for members with and without consent, ensuring both empathy and compliance.

Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - e ail section 2
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - e ail section 5
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - landing page section 4
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - e ail section 4

Execution

I led the creative direction, writing, and coordination of all campaign assets—working closely with design, marketing leadership, clinical teams, and TOC nurses to ensure every touchpoint reflected the member’s lived experience.

Deliverables:

  • Landing Page: A single hub explaining the hospital-to-home program in clear, human language for members, partners, and internal teams.

  • Email Series (2):
    • Email 1 (Pre-/Post-Admission): Positioned Cityblock as a steady presence during hospitalization—“How can we help you?”
    • Email 2 (Discharge): Encouraged continued engagement—“Your recovery is our priority.”

  • Direct Mailer: A tangible, warm introduction to the program that members and caregivers could keep as a reminder of support.
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - brochure section 3
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - landing page section 5
Transition of Care messaging designed to support members after a hospital stay, highlighting recovery guidance, care coordination, and next-step support. - brochure section 1

Results & Impact

1. Quantitative Impact

Campaign-wide engagement improved significantly following the revamp:

  • SMS click rate ↑ from 21.1% → 26.7% (+26% improvement)
  • Delivery rate ↑ from 75.3% → 77.0%
  • Link clicks increased 3× (133 → 419)
  • Opt-out rate remained stable (~0.5%), confirming sustained trust and resonance
2. Spanish-language pilot success
  • SMS click rate: 0.95% → 8.3% (8× improvement)
  • Email delivery: 84% → 98% (+13%)
  • Opt-out rate: dropped 45% (0.63% → 0.35%)
    • → Proof that culturally aligned, personalized messaging drove higher engagement even within small pilot cohorts.
3. Operational outcomes
  • TOC workflow completion rose from 23.3% → 24.4%, representing a 105% lift in total completed workflows post-revamp.
  • Spanish-language TOC completions increased 136%, reinforcing the link between inclusive language and measurable action.

Tools & Collaboration

  • Figma (Design collaboration)
  • Google Sheets / Analytics Dashboard (Performance tracking)
  • Behavioral Insights deck (BIPD)
  • Legal & Compliance review
  • Clinical Operations & TOC nurse interviews

Outcome Summary

My role: Lead Content Strategist & Senior Copywriter
 Focus: Behavioral messaging, empathy-led language, full collateral creation
 Business Impact:

  • Increased engagement + program participation
  • Expanded bilingual outreach strategy
  • Established voice and collateral framework for all future TOC materials

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