KAISER PERMANENTE | MUSCULOSKELETAL (MSK) CAMPAIGN
Musculoskeletal (MSK) conditions are one of the most common and costly workforce health issues, but for employers, the path forward can feel unclear. Prevention, treatment, benefits design, workplace culture, ergonomics, mental health, productivity, and long-term care all intersect.
I shaped the positioning, developed the structure for the high-value content (HVC) guide, and wrote the long-form content and supporting assets to help HR benefits managers and business executives understand how to support employees with MSK issues before, during, and after pain becomes disruptive.
My Role
For this top-of-funnel Kaiser Permanente campaign, I helped turn that complexity into a clearer employer-facing story. I shaped the positioning, developed the structure for the high-value content guide, and wrote the long-form content and supporting assets so HR benefits managers and business executives could more easily understand the problem, see where they had influence, and view Kaiser Permanente as a more strategic partner in addressing workforce MSK issues.
Project type
Top-of-funnel demand generation, HVC, gated landing page, paid media
Audience
HR benefits managers, business executives, and employer decision-makers responsible for workforce health, productivity, benefits strategy, and employee experience.
Narrative architecture
I built the guide around a three-part framework: what employers can do now, what they can do next, and what they should consider for the future. This structure helped turn a broad topic into a manageable path. Instead of asking employers to solve MSK all at once, the content gave them a way to organize action by immediacy and complexity.
This meant using content strategy as a form of decision support: organizing information around audience readiness, reducing overwhelm, and turning a complicated health insure into a clearer employer action plan.
