Kindred
Kindred is a new private health insurance brand from Alliance Health Group.
Unlike its competitors, Alliance is run by doctors rather than accountants, so it takes a more human approach to healthcare. With its first direct-to-consumer offering, it wanted to create a brand full of warmth and compassion.
I was brought on as the Content Lead to develop and launch this new brand into the marketplace. I devised the content strategy, created the Tone of Voice and wrote all the copy for the brand.
Copywriting
Brand messaging (with a sprinkling of SEO)
With a completely new brand, the homepage needs to do a lot of heavy lifting. You’ve got to get across the brand proposition and personality, while making sure you start ranking for important keywords. I worked closely with branding and SEO agencies to strike the right balance and make a strong first impression.
Digital copywriting
When you're building a website from scratch, you need to determine what content your users will need, and how it should be structured. With health insurance, understanding how to make a claim and what the policy covers are crucial for potential customers. As it's a new brand, sharing the company's origin story (and surprisingly long heritage) helps build trust.
UX copywriting
For Kindred, a conversion is more complicated than clicking a Buy Now button. The user needs to fill out two forms: one to get a quote, and another one to submit their application. It’s quite a big ask: they have to go through multiple steps and give away personal information. I collaborated with the UX team to break up the forms into bite-sized chunks, and used conversational, transparent language so users understood what was needed from them and why.
“Alex has been a breath of fresh air and a pleasure to work with. Nothing is too much to ask and her original ideas are just what we needed to bring our brand to life.”
Kim Farrier, Operations Director for Alliance Health Group & Kindred
Want to see my work in action?
Content strategy
Here’s how I developed and executed a content strategy for Kindred:
Step 1: Editorial plan
The internet is chock-a-block with health and wellness content. To cut through, I devised a plan to produce fresh, original content that would be of genuine value to our audiences. I developed three content pillars and generated article ideas, combining SEO and persona research. From there, I built an editorial calendar and distribution plan to maximise the impact of each piece of content.
Step 2: Tone of Voice & Style Guide
The branding team developed the brand personality and visual identity for Kindred: it was up to me to translate that into a brand voice. I articulated three tonal values, and created a guide explaining how to achieve a consistent and distinctive writing style. This was used to train internal teams and external partners.
Step 3: Branded blog
To execute the content strategy, I created a blog on the website called Mind&Body. I wrote jargon-free health insurance guides and collaborated with consultants to produce expert health advice, all of which I helped the social media team repurpose across different channels.
Comms & docs
Customer emails & documents
From getting a quote through to renewing your policy, there are dozens of contact points within the health insurance customer lifecycle. I worked with UX and the client to map out the email triggers, then I wrote all the emails and coaxed jargon-loaded insurance documents into plain English.
B2B comms
While Kindred is a new brand, the business behind it is well-established. Alliance has important relationships with consultants, hospitals and brokers, all of whom needed a heads up about this new venture and - vitally - to understand how it affects them. Liaising with the CEO, I created comms that he was happy to put his name to.
“Alex has been an invaluable part of the team as we created our new brand and has helped us differentiate the business in a highly competitive market. Smart, thorough and a genuine delight to work alongside.”
Nick Constantinou, Chief Growth Officer, Alliance Health Group & Kindred