Lead Generation Playbook

The ultimate agent’s guide to Medicare marketing

Due to our client taking on a large cohort of employee and partner Medicare sales agents, many of whom were new to Medicare, we needed a go-to resource to get them up to speed and selling fast. My role as content strategist and writer was to revamp the existing playbook into the essential, ultra-practical guide that it is today.

After the first overhaul, the playbook became and remained the client’s top-performing, flagship content. In its annual iterations, I refined and adapted it to solve new business problems, namely the adoption of enterprise content management, sales enablement, marketing, and CRM platforms. The playbook became cornerstone content that drove engagement with these newly launched tools.

  • Fortune 40 healthcare company
  • Content strategist and writer
  • 2023–2025
  • eBook and worksheets
  • Top performing by a grand slam and a half
Sample available upon request

Business need

  1. Help sales agents learn to grow their Medicare pipelines quickly and compliantly.
  2. Increase agent engagement with resources proven to provide a sales lift.
  3. Position our client as the carrier of choice for partner agents by demonstrating that they make healthcare simple and easy for agents and consumers alike.
  4. Get more returns on the client’s budget following the principle of “fewer, bigger, better.”

My roles

Strategy

By condensing each aspect of Medicare lead generation down to only the most must-know and actionable essentials and driving to other key resources, I reimagined and pitched this playbook as:

  • The go-to resource for agents looking to grow their Medicare pipelines
  • The springboard for agents engaging with other sales-boosting resources
  • Evergreen, cornerstone content that would multiply long-term ROI

In its most recent iterations, I helped find the guide’s place in a new content ecosystem and added guidance supporting launch and adoption of powerful new training and sales tools.

Execution

In the initial overhaul, I removed anything unnecessary from the playbook. From there, I rounded out coverage of the topic by adding some short, new sections to provide a complete lead generation system. I also added worksheets and drove to tools and resources to help agents take the next practical steps in their business growth. To keep users engaged, I took advantage of interactive features using the Flipsnack publication platform.

In subsequent annual revisions, I further distilled the playbook, added guidance on using new tools and resources, and shifted emphasis to selling to priority markets.

Process and approach

  1. Reimagine, outline, and pitch the playbook refresh to the client.
  2. Draft the new guide and work with designer to tie together verbal and visual storytelling.
  3. Revise playbook through multiple layers of internal and external review, creatively meeting the needs of numerous stakeholders.
  4. Proofread, QA, and finalize the asset for publication.

Solutions delivered

Overhauled playbook

Condensed, beautifully designed, full of interactive features, and driving to further resources.

Practical handouts

Worksheets and references to help users apply their knowledge.

Promotional copy

Email and web copy to share the new resource.

Results

Agents have consistently engaged with the refreshed lead generation playbook more than all other content of similar format combined.

Skills and tools used

Content strategy

Creative pitching

Content writing

Flipsnack

Reflections

Proven: less is more, quality over quantity

Refresh top-performing old content before spinning out more new content

Samples

Available upon request

This project contains proprietary materials for the eyes of serious prospective employers only.

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