UK-Based dementia care provider
Industry: Healthcare/dementia care (YMYL)
I work with a UK-based private dementia care provider to establish a consistent, trust-led approach to re-engaging an audience of previously inactive leads.
The brief
The client wanted to find a reliable way of engaging lost leads without using sales-led or urgency-driven messaging.
All email communications needed to meet strict clinical, editorial, and safeguarding standards, while remaining clear, supportive, and useful.
My approach
I worked closely with the Head of Clinical Governance to ensure all content was clinically accurate and aligned with YMYL best practice.
My work included:
Creating a structured newsletter calendar
Writing newsletter content and accompanying long-form articles
Building and sending campaigns in HubSpot
Managing clinical and editorial review cycles
Testing subject lines (personalised vs non-personalised) and CTA placement
Examples of my work
More detail available on request!
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I created a series of educational newsletters designed to re-engage inactive leads in a calm, supportive way.
Each edition focused on reassurance and practical guidance, avoiding urgency-led or sales-driven language.
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Each newsletter was paired with a long-form article, giving readers the option to explore topics in more depth.
This helped to reinforce trust, reduce cognitive load within the email itself, and support ongoing engagement beyond the inbox.
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I tested different subject line approaches, including personalised versus non-personalised formats, alongside variations in CTA wording and button placement.
This allowed us to improve engagement while maintaining a consistent, clinically appropriate tone.
The results
Over 12 weeks, newsletters were sent repeatedly to an audience of around 2,300 previously inactive contacts. Average open rates reached 43% across the campaign, showing sustained re-engagement rather than a one-off spike.
One newsletter achieved a 1.5% click-through rate, confirming that readers were actively engaging with the content. These results were delivered without urgency-led messaging or sales pressure, while maintaining a calm, clinically appropriate tone throughout.
If you work in a trust-heavy or regulated industry and need content that balances performance with sensitivity, I can help.