DRIVING ENGAGEMENT WITH PERSONALIZATION

Coloplast Men’s Health

Patients navigating a deeply personal condition have wildly different motivations, concerns and readiness levels. Coloplast knew its one-size-fits-all men’s health journey wasn’t meeting those different needs. We built the strategy around audience segmentation, developing distinct message pathways based on what each audience needed to hear and when they were ready to hear it. That thinking carried through to personalized nurture email journeys and a refreshed, user-focused website with SEO-optimized content, creating a more relevant, purposeful experience designed to deepen engagement, drive conversions and, ultimately, empower patients to make the treatment decision that was right for them.

My role: audience segmentation + messaging; message architecture; email UX/IA + copywriting; sitemap + wireframes; website copywriting