Problem

Voya’s Disability Insurance offering utilizes a combination of legacy and current products, which led to the creation of duplicative materials for each individual with almost identical language, but not accurately reflecting the products. This made the marketing suite of materials disjointed resulting in wasted time managing the audit and renewal process with the same updates, as well as confusion amongst Client Reps and distribution trying to identify the correct collateral to use.

Solution

In close collaboration with Product, I audited the entire Disability library to identify any inconsistencies and duplicative materials to develop a strategy to streamline messaging. Once identified, assets were consolidated to eliminate duplicative materials to encompass multiple product filings within a single asset. Remaining assets had updated language cascaded unifying messaging with a consistent voice. Voya’s marketing platform, Seismic, was also utilized to enable user customization.

The Disability product line was enhanced by incorporating Goldfinch Health as part of the claims process to help employees make optimal and informed decisions when it comes to pre-planned surgery and the recovery that follows. I was tasked with developing the value prop and marketing materials to promote this new relationship.

To improve Voya’s position as a Disability Insurance carrier, I crafted a claims testimonial video to promote positive claimant experiences and highlighted Short Term Disability Insurance claims. A case study is in development in partnership with Claims and Product teams to showcase a claimant’s extraordinary recovery with support of their Voya offered Disability Insurance and Stay at Work services after suffering a debilitating injury.

Testimonial

“Andrew has been instrumental in revamping the Disability and Life Insurance marketing library to remove inefficiencies and duplicities in the marketing process. His strategic mindset allows him to cut through all the noise to see the overarching and intersectionality of initiatives, while ensuring the individual tactics address the audience’s needs. Previously, there was a business standard to simply add new assets without taking into account the already existing pieces, which duplicated efforts and inaccurately represented the product offerings. Under his management, Andrew continuously monitors the pieces in the marketing library to ensure effectiveness and identifies areas of improvement. His methodology increases in time savings across multiple teams, promotes consistency, and elevates the quality of marketing content. He is a customer focused individual who partners with his colleagues to drive results that improve the organization.”

Anna Davis - Senior Product Manager