THE CHALLENGE
Shifting the Narrative with a High-Yield Asset
Client: Solstice Benefits (a UnitedHealthcare company)
Roles: Senior Marketing Copywriter & Content Lead
Focus: Growth engines, storytelling & performance channels
Marketing: Multi-channel Search & Publication Print
Dental was treated as a low‑margin add‑on, buried in dense underwriting data. I led the strategy and copy for a flagship “Reasons to Sell Dental” whitepaper that reframed dental as a high‑yield asset for brokers and small‑group employers.
Strategy & Anatomy
PHASE 1: CONTENT MAP
I built an educational whitepaper optimized for a high-intent subset, engaging brokers precisely at their critical point of decision-making.
BEFORE
Dense technical data and low-margin perceptions treated ancillary benefits as a simple afterthought.
AFTER
A high-value business case repositioning dental as a vital tool for employee retention and efficiency.
PHASE 2: ENABLEMENT
I transformed regulatory insights into a sales asset that built broker confidence. We demonstrated real value to maximize conversion while adhering to strict industry regulations.
01
Strategic Data Bundling: Repositioning products as vital for corporate efficiency.
02
Workflow Integration: Aligning compliance and creative goals to maximize lead conversion.
The strategy
Flagship broker white paper and supporting content, used across ABM and sales enablement.
- The hook: Proved that bundling health and ancillary coverage saves businesses 5% to 25% on premiums.
- De-jargoning stats: Linked untreated dental issues to a $45B loss in national productivity.
- The action: Targeted four high-value segments—families, seniors, small businesses, and the self-employed.
Broker Whitepaper on Dental Value
Bottom line: this whitepaper earned its place as a flagship asset.
Multi‑channel
Sales and marketing enablement
658+
Leads engaged with the whitepaper and related campaign assets.
160%
Pipeline growth, with a relative lift in opportunities.