Horizon Blue Cross NJ

Challenge: As NJ’s largest health insurer and one of its largest employers, Horizon makes significant contributions to the health and well-being of the state. But Horizon didn’t have a strong voice in the marketplace. Instead, others were speaking about the company, often in a negative light.

Solution: We created a brand journalism site to educate members, employers, healthcare providers and policymakers about the significant work Horizon does on behalf of members and NJ.*

Over five years, the newsroom saw a 23% YoY increase in overall traffic, a 79% YoY increase in organic search traffic and improved corporate reputation scores.

Role: GCD/writer

Oversaw/contributed to the creative development of all content, including blog articles, social and digital as well as ghostwriting for execs and Horizon doctors. Responsibilities included training/nurturing all staff members on the account, especially important in a time of ongoing turnover.

*The client also contributes content to the newsroom.