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HCC Medical Insurance Services

COMPANY
Tokio Marine HCC Medical Insurance Services Group
LOCATION
Indianapolis, IN
INDUSTRY
Finance and Insurance
SERVICES
  • Content marketing strategy consulting
  • Copywriting
  • Copyediting

HCC Medical Insurance Services is a travel medical insurance company based in Indianapolis, IN with a two-sided messaging challenge: sell the value of travel medical insurance both to Americans who rarely go abroad, and also to travelers coming to America who don’t understand the overwrought complexities of the American healthcare system. In both camps, ignorance plays a huge role in the decision to purchase or not purchase insurance (as many don’t even realize travel medical insurance is something they need in the first place), so the job of HCCMIS’s marketing team comes down to one thing: education.

When we first met the marketing team at HCCMIS in 2011, they were in a content panic. Their full-time, in-house copywriter had left the team mere months ago, and that had left a void that was in serious need of filling. Because of the need to educate potential customers, content was naturally critical part of the company’s marketing efforts even back in 2011 when the concept of “content marketing” was still nascent.

Both the volume of content needed, and the expectation of quality, made it difficult for HCCMIS to find a replacement content resource. Each month, a new campaign would require 20 or more blog posts to target different keywords, along with a dozen or so pieces of premium content designed for lead generation purposes, around certain themes. Maybe May would be a “Honeymooners” campaign, with blog posts designed to help newlyweds plan for their honeymoon and eBooks written as comprehensive honeymoon travel guides to certain destinations. August, then, would be geared towards international students coming to America for college, and aim to educate them on American culture, healthcare, public transportation, and more. The language used to speak to these two audiences was very different, with special attention needed especially when writing to English as a Second Language audiences, which required much simpler language. Governing content written to any audience was a very strict compliance department, whose lawyers would redline every piece of content so as to not make any illegal claims or promises.

After losing the one copywriter on staff who understood the complexities of compliance’s demands, or the many ways one might write for one audience over another, it was a significant challenge for HCCMIS to find a single writing resource that could handle the volume of content needed, while also adapting quickly to their particular demands for that content. Many freelance writers were successful, but could only handle a small portion of the content needs, which meant marketing team members would spend hours going over the same concepts again and again with different writers. Search engine optimization companies also offered to step in and fill the gap, but struggled with writing for anyone other than Google’s search spiders, who at the time were much easier to fool with bland and mechanical writing that wouldn’t inspire much confidence in real readers.

Over the course of just a few months, HCCMIS grew to trust Metonymy Media’s group-based approach to writing as our creative writers took to their specific voice and their content needs quicker than other resources. As our own team’s bandwidth grew, so did our engagement with HCCMIS, as they funneled more of their content needs our way. We became a true partner to several members of the marketing team, collaborating on content topics based on keyword lists and target audiences. At the peak of our relationship, Metonymy was producing dozens of blog posts per month, a dozen or more pieces of premium lead generation content, email drip campaign content, social promotion content, and web copy.

When our trusted partners at HCCMIS eventually moved on to new positions with other companies, we moved along with them, working with at least three other businesses as a direct result of the trust we’d built at HCCMIS. In turn, if not for our partners there and their enthusiastic support of our vision, Metonymy Media would never have gotten a chance to get off the ground. For that, we’ll always be thankful.

COMPANY
Tokio Marine HCC Medical Insurance Services Group
LOCATION
Indianapolis, IN
INDUSTRY
Finance and Insurance
SERVICES
  • Content marketing strategy consulting
  • Copywriting
  • Copyediting

Agent, you have been selected for one of marketing's most important secret missions: content espionage. On your assignment, you'll be expected to gather intelligence about your target audiences, employ shadow tactics to deliver content at strategic points, and conduct your work in absolute secrecy. Download the Metonymy Media Bureau of Content Marketing's field manual for procedures in reconnaissance, mind control, spy networks, and more for maximum marketing impact. This lead generation form will self-destruct upon completion.