Sailing to Success: Capital Health Plan

Client: Capital Health Plan, Inc.

Challenge: A mixed-model HMO offering both insurance coverage and direct patient care through its health centers needed to launch a new, user-friendly website within a tight three-month window. The site needed to better serve a range of audiences including members, providers, business owners, Medicare beneficiaries, and ACA Marketplace customers. With the internal Marketing/PR Coordinator on maternity leave and limited resources, the organization required external support to manage the complex project, ensure regulatory compliance, and drive the launch forward in alignment with strategic business goals and open enrollment timelines.

Implementation: Lauren Helm PR was engaged as an embedded consultant with a hybrid schedule to serve as project manager and communications strategist. Lauren provided fractional support across copywriting, regulatory communications, and internal coordination. She worked closely with departments including Compliance, IT, Clinical Quality, Network Services, Sales, and Member Services to align objectives and streamline execution.

Lauren also collaborated with a mid-size creative agency to deliver a site that met NCQA, CMS, and ACA Marketplace standards while ensuring WCAG 2.0 and Section 508 accessibility. She reviewed and organized more than 300 PDF documents, developing a simple Excel-based system to track, evaluate, and categorize files for the site’s resource library. She also wrote targeted copy for the ACA Marketplace and Medicare plan pages, including FAQs and enrollment information designed around consumer behavior. Her deep understanding of the HMO model and regulatory frameworks ensured accuracy and compliance across all content.

Results: The organization successfully launched its new website within three months. The final product was praised by leadership, members, providers, and partners for its clarity, improved navigation, and polished design.

“I would have been lost without your support on this project.” — Tom Glennon, SVP of Marketing and Administrative Services

Lauren Helm PR continues to be a trusted resource for healthcare organizations navigating high-stakes, compliance-heavy communications projects. Have a project in mind? Reach out to us.