MICHAEL MARTIN

ABOUT

 




Aetna

Clear, action-oriented healthcare communications for consumer
and B2B audiences.


ROLE

Copywriter
2025-present

CATEGORY

Healthcare DELIVERABLES

Brochures, email, 
OOH, newsAUDIENCE

D2C + B2B

OverviewFor one of the largest U.S. health insurance companies, I’ve translated complex product information into simple, useful messaging across print, digital, email, and out-of-home.
Challenge

Healthcare communications must be 
accurate, compliant, and easy 
to understand.
Approach

I simplified dense benefit information, 
clarified calls to action, and adapted 
tone to audience and format.
Outcome

The work made plan information more 
usable across consumer and 
business-facing touchpoints.



Trifold brochure 
click forward to navigate




Digital flyer




Digital booklet
8 pages;  click forward to navigate




OOH banner



B2B communications




TakeawayI approach healthcare copywriting by making complex, regulated information feel clear, useful, and actionable across consumer and business-facing channels.



Michael Martin

Contact
LinkedIn

New York, NY