Providence Health Plan—Case Study
From sprawling, broker-focused website to a consumer-focused engine for online enrollments
The Challenge
Providence Health Plans’s legacy site was sprawling and broker‑centric, making it hard for consumers to find the right plan and for the business to steer visitors toward revenue‑critical enrollments. Content volume (8k+ pages/assets) created duplication, outdated information, and slow approvals—compounded by executive and legal review requirements.
Objectives
Re‑architect the site to act as “air traffic control,” bifurcating traffic into Medicare and Individual/Family plan paths.
Reduce the footprint to <100 core pages while preserving compliance‑critical information.
Align messaging and tone to new brand guidelines and maintain a broker‑focused resources area.
Snapshot
Industry/Stage: Health insurance • Site redesign & replatform
Team: Contracted lead for content strategy, IA, and copywriting (within agency team)
Stack: Sitecore CMS • Atomic design system
Timeline: ~3+ months (IA + content strategy + copywriting); launch ~5 months after handoff • Launched 2022
Regions: Pacific Northwest
Highlights: Two primary funnels (Medicare, Individual/Family) • Dedicated broker resources area retained
Services:
Content Strategy
Information Architecture
Copywriting
Atomic Design Content Patterns
What We Delivered
Information Architecture + Sitemap
Bifurcated journeys (Medicare vs. Individual/Family), streamlined navigation, and a retained broker resources area.
Content Strategy + Component Model
Page models, messaging hierarchy, and component‑level guidance aligned to the atomic design system.
Copywriting
Drafted and refined copy across core flows and priority pages to the new brand voice.
Review + Approval Management
Partnered with agency executive leadership and legal through multiple rounds of reviews, revisions, and final sign‑off.
