Willow Health is a virtual crisis clinic that's reshaping the landscape of behavioral healthcare by empowering individuals to build better lives. Willow brought me on board to help the team advance access to mental health support through an engaging and inspiring campaign that increased patient referrals among clinicians.
We aligned on a strategy to send email outreach to three key clinician cohorts. Each cohort received a series of three responsive emails tailored to their understanding of the company and its offerings, motivation to convert and key takeaways. Core pillars of the content strategy included: building awareness and trust, providing education and inspiring action. We partnered with multi-disciplinary designer Alexa Wright for the design layout and email builds in Customer.io.
The ultimate goal was to keep Willow top of mind anytime clinicians had a patient in their care, who needed access to crisis support, and to refer these high-acuity patients to Willow quickly and seamlessly. The campaign has so far outperformed expected conversions with higher-than-average open and click-through rates.
Project Roles
Content Strategist, Copywriter, Project Manager
Skills
Content strategy, copywriting, email marketing
Media
Email, Desktop, Mobile
Project Industries
Mental Health, Health Tech, Digital Health
