Content Strategy for Spring Health Mental Health Benefits

THE BACKGROUND

Spring Health provides behavioral health services — including therapy, coaching, medication management, care navigation, and employee assistance resources — through Highmark. The digital experience needed to support multiple member populations with different benefit configurations, eligibility rules, and access paths, all while staying approachable during what is often a difficult moment for the member.

THE PROBLEM

Mental health content is high-stakes by nature. Members often arrive at these pages during a stressful or vulnerable moment, and the content needs to give members the information they need quickly: what support is available, what it costs, and how to access it. Getting any one of those elements wrong risked either confusing someone who needed clarity most, or promising something a given member's plan didn't actually cover.

COMPLICATIONS

Multiple populations, multiple configurations. Different member groups had different benefit structures, eligibility rules, and access paths — including caregiver experiences and CHIP (Children’s Health Insurance Program) Medicaid populations — which meant a single script wouldn't hold up across the whole experience.

Sensitive subject matter. Confidentiality language and tone had to be handled carefully. This wasn't content that could lean on typical benefits-administration phrasing without losing the member.

Coordinating a lot of open questions at once. Between eligibility rules, caregiver scenarios, and feature-specific messaging, there were many open content considerations to handle at once.

THE PROCESS

I built the content around the three questions members were most likely to ask: what is this service, why should I care, and what should I do next? The "why should I care" content leaned on personal value and outcomes rather than benefits-administration language, and every page ended with a clear next step. To manage the volume of open questions from many different stakeholders, I built and maintained the source-of-truth documentation, tracked unresolved content decisions, and coordinated in-depth reviews across product, business, and design.

THE IMPACT

The final content system supported multiple audiences while staying consistent and clear. Centralized documentation and structured decision tracking kept a genuinely complex, multi-stakeholder project aligned from start to finish — proof that content operations matter just as much as the writing itself.