KAISER PERMANENTE | MUSCULOSKELETAL (MSK) CAMPAIGN
This campaign was part of Kaiser’s “top-of-funnel” demand generation, designed to build thought leadership and capture leads that could later be nurtured and converted.
As the lead copywriter for this campaign, I played a key role in positioning, shaping how the guide was structured, and writing the long-form high-value content piece. The project was designed to help HR benefits managers and business executives understand how to better support employees dealing with MSK issues, from prevention to long-term care.
What I did:
Create a clear framework:
Employers are often overwhelmed by the number of MSK solutions out there, so I rethought how we presented the information. I came up with a three-step approach: immediate actions, next steps, and future considerations. This made it easier for employers to see exactly what they could do now and how to build on it later. It took the pressure off trying to do everything at once.
Highlight the human side of MSK:
One of the key insights from my research was that employees often hide their MSK pain because they’re afraid of being judged or even losing their jobs. I made sure we focused on this hidden issue, showing employers that creating a supportive environment could make a huge difference. By addressing both the physical and emotional challenges employees face, I made the case that caring for workers isn’t just good for them—it’s good for business.
Breaking down the complex stuff:
MSK issues can be complicated, but I worked to make the guide clear and straightforward. By focusing on both prevention and care for existing conditions, I helped Kaiser Permanente show employers that addressing MSK isn’t as daunting as it seems, and there are steps they can take right now to support their teams.
The result:
The guide made it easier for employers to see how they could address MSK issues in their workforce without feeling overwhelmed. It also helped position Kaiser Permanente as a trusted partner by offering not just solutions, but a clear, practical way forward.
