H-E-B Wellness Marketing
From an intern to a temp role, I’ve been fully immersed in what H-E-B Wellness is and how we are working to improve health outcomes by delivering a unique and differentiated approach to healthcare. My projects differed for each position, but they all followed a path to one overarching goal: raising awareness for H-E-B Wellness.
Part 1:Internship
What’s the problem?
As H-E-B enters the Wellness arena, customers need to develop trust and receive relevant information that entices them to shop our lifestyle/wellness products and visit our clinics.
In order to “get the word out,” I was tasked with creating content and process recommendations for a newsletter, blog, and dedicated-social page
Additionally, in order for H-E-B Wellness to be visible online, I was also asked to provide SEO recommendations
I met with stakeholders to understand what H-E-B Wellness is and what it stands for
I created a competitive analysis by deep-diving into healthcare experts around the business
To curate content, I studied the new personas of health enthusiasts - the Digital Wellness generation
For SEO, I conducted an extensive SEO audit on H-E-B Wellness landing pages to provide keyword recommendations, ways to increase web traffic, and help develop long-term organic search growth
next steps
The Outcome
I presented out to business stakeholders and the marketing team to give a complete-look on how I developed my recommendations through research, meetings, and grasp of what Wellness means to potential customers/patients
In our upcoming campaigns, we are utilizing some of my SEO recommendations to see results on traffic and search engine hierarchy
We have now launched the Wellness newsletter and Wellness Wednesdays, a weekly social post promoting all things Wellness
Note: I pulled out some slides from my presentation, but happy to share the full deck if interested! There’s a lot more than meets the eye!
Part 2: Marketing associate - temp
Following my internship and graduation, I was asked to return to H-E-B Marketing as a temp on the Wellness accounts
I am so grateful to continue working with my manager, Becca Molloy, along with other Wellness stakeholders
New role
My responsibilities
Meet consistently with stakeholders to understand business needs and next steps
Work in collaboration with legal for copy approvals/callouts
Connect with designers/copywriters for both tactical and digital assets to ensure consistent branding
Strategize campaigns and how to be successful against healthcare competitors
Recommend ways to optimize user experience and stay up-to-date on health trends
Newsletter
The first edition I worked on was not the most user friendly. At this point we had no review process set-up for SMEs and did not have customer insights. As a result, we saw very low engagement:
Our latest version utilized findings through data review by both Targeted Marketing and SMEs. We raised tips and recipes in the e-mail architecture, made more seasonally relevant content (copy, recipes, tips, etc.), added nutritional reasoning to Wellness Picks, and included a “what’s new!” section.
What’s in the works:
Adding seasonally-relevant photography
Integrate influencer content
Made copy playful and seasonal
Add photography from provider activations
Implement rich offers
Collaborate with national brands (HRM)
Address health & wellness trends