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Landing Page & Email Designs | November 2024

THE COPD CAMPAIGN

The COPD Campaign empowers members with a recent COPD diagnosis to take control of their health through ongoing educational outreach over six months, providing essential resources for better condition management.

Objective

This project aims to assess whether members who receive outreach experience fewer COPD-related claims, emergency room visits, and inpatient admissions compared to a holdout group. Additionally, the project seeks to gather insights on optimizing member engagement and understanding differences in engagement levels and behavior change.

Target Audience

The campaign targets Medicare Advantage Prescription Drug (MAPD) members who have been recently diagnosed with Chronic Obstructive Pulmonary Disease (COPD).

Approach

The outreach strategy includes a targeted email series and a dedicated landing page to provide members with educational resources, support, and actionable steps to better manage their condition. Engagement metrics will be analyzed to refine future outreach efforts and improve member health outcomes.

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Process

The campaign design process began with wireframing for both the landing page and email, using past designs and limited content copy as a reference. The project kicked off in November and was completed within a month, going through several design rounds that incorporated stakeholder feedback at each stage.

Challenges & Solutions

One of the main challenges was the content variation between the landing page and email. Since each required different components to accommodate copy and images within their natural space, multiple design iterations were explored to find the best layout solutions. Through a combination of A/B testing, visual refinements, and strategic content placement, the final designs were optimized to create a cohesive yet effective member experience.

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