HEALTH INSURANCE WEB COPY
Medicare Member Journey
Web copy for one of the most confusing decisions people make at 65.
Medicare enrollment is high-stakes and genuinely complex — multiple plan types, enrollment windows, coverage gaps, and a lot of anxiety about making the wrong choice. I wrote a multi-page content system that meets prospective members at every stage of that journey, from first question to enrollment. The goal was plain-language copy that builds confidence without oversimplifying a complicated subject.
ROLE
Web Copywriter
ORGANIZATION
HealthPartners
The approach.
Medicare content can be dense, long, and complicated. The audience is adults approaching a major life transition, but know a little bit about insurance. The writing for this project had to be plain without being patronizing. It also had to work across multiple pages with different jobs–educating, guiding, and converting—while staying consistent in voice (yet allowing for tone shifts).
The Hub
The entry point for prospective Medicare members, routing three distinct audiences (new enrollees, plan-switchers, and current members) to the right information without overwhelming anyone who just arrived at the website.
Medicare Basics
Plain-language education about Medicare, plan types, and coverage gaps. Written for someone might not know what Part A and Part B mean yet, but need information.
Changing Plans
Copy for members considering switching plans, including enrollment periods and plan comparisons. The tone had to acknowledge the apprehension of switching while making the process feel manageable.
Why HealthPartners?
The conversion page. Making the case for HealthPartners without leaning on healthcare jargon or empty claims. Specific, credible, and still warm.
What I brought to it.
Medicare copy is highly complex. And for good reasons. Before anyone enrolls in Medicare, they need the right kind and type of information to make the process as smooth as possible. I wrote every page using plain language that respects the reader’s intelligence, without assuming prior knowledge. A reader moving from “Medicare Basics” to “Why HealthPartners” should feel like they're in the same conversation, just further along.