WOW!
Does it get more exciting than Medicare?
Medicare Advantage was a big business move for CareFirst BlueCross BlueShield. But beyond business, it was a move to help a whole new demographic access insurance that actually kept them healthy. I was new to the company—a company that had just lost a couple copywriters—so I stepped up and asked to own this project.
Medicare is highly regulated, and like anything that's regulated, the rulebook is incredibly confusing and THICK. The learning curve was steep. The final copy deck was version 40-something. I don't recall the number of first-year enrollees, but I do know that CareFirst blew past expectations. Success.
I wrote this back in 2020. There's a good chance some of the copy has been updated.