The short, simple letter was so refreshing to readers, many of them called and enrolled the same day they received the package.

Humana is an insurance company based in Louisville, Kentucky. In 2021, they ranked 41 on the Fortune 500 list and are the third largest health insurance provider in the nation. During the hectic Medicare enrollment season, Humana needed a way to stand out and be heard among people aging into Medicare or those looking to switch. As they had done for several years in the past, Humana contacted my team. Using our proven copy and design tactics, we boiled the offer and benefits down into an easy-to-read 100-word letter.