Change the way you age
Total Health is 23andMe’s most advanced offering: a comprehensive longevity platform that combines genetic insights, biannual blood testing, and 1:1 clinical guidance to empower individuals to proactively manage their health. Designed to educate, engage, and inspire, the Total Health campaign introduced a new frontier in personalized, science-driven healthcare.
As the lead copywriter, I played a central role in shaping the messaging and creative for Total Health across multiple touchpoints. From crafting the foundational copy for the landing page to developing targeted email campaigns and paid media strategies, my work spanned the full customer journey. I collaborated closely with cross-functional teams—designers, marketers, and product managers—to translate complex health concepts into accessible, engaging, and actionable messaging that resonated with diverse audiences.
Exome sequencing
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Biannual bood analysis
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Direct clinical care
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Exome sequencing — Biannual bood analysis — Direct clinical care —
Landing Page (PDP)
Initially launched with a functional, information-heavy approach, the landing page has since evolved into a visually engaging, storytelling-driven experience that resonates deeply with users seeking proactive health solutions. As lead copywriter, I collaborated with design, product, and marketing teams to shape the content for both iterations of the page. I crafted messaging that simplified complex health concepts—like exome sequencing and biological age tracking—into approachable, actionable narratives. The redesign emphasized Total Health’s transformative benefits through modern storytelling, emotional resonance, and clear calls to action.
Old
New
The Total Health email campaigns were a pivotal component of 23andMe’s strategy to educate, engage, and convert both existing customers and prospects. These campaigns highlighted Total Health as an innovative longevity platform, blending genetic insights, biannual blood testing, and personalized clinical guidance. With tailored email series for customers and prospects, the goal was to increase awareness, drive upgrades, and nurture long-term engagement.
As lead copywriter, I developed messaging that was customized for distinct customer types—whether Ancestry-only, Health + Ancestry, or Premium subscribers. Each email series delivered clear, actionable communication, balancing technical information with approachable, benefit-driven language.
Customer Emails
Email 1: Total Health Introduction
Introduced the Total Health platform, emphasizing its holistic approach by combining genetic insights, biannual blood testing, and clinical guidance to proactively manage health and longevity
Email 2: Exome Sequencing
Focused on the power of genetic insights, highlighting how clinical-grade exome sequencing detects significantly more health-related variants and supports proactive health management
Email 3: Blood Testing & BioAge
Explored the benefits of biannual blood tests to track key biomarkers and assess biological age, empowering customers to optimize their health over time.
Email 3: Strong focus on Total Health’s biological age feature and biannual blood analysis.
Email 4: Clinical Guidance
Highlighted access to expert clinicians trained in genetics, offering personalized guidance and actionable health plans tailored to individual results.
Email 4: Last email of the series with a focus on customer’s access to direct clinical care and reminder of Total Health’s value.
Prospect (editorial) Emails
Email 4: Last email of the series with a focus on customer’s access to direct clinical care and reminder of Total Health’s value.
Email 2: Strong focus on DNA and Total Health’s exome sequencing offering.
Email 3: Strong focus on Total Health’s biological age feature and biannual blood analysis.
Email 4: Last email of the series with a focus on customer’s access to direct clinical care and reminder of Total Health’s value.
Paid Media
The Paid Media campaigns for Total Health were designed to amplify 23andMe’s innovative offering across Paid Search, Paid Social, and PMAX platforms. These campaigns highlighted Total Health’s unique value propositions—genetic insights, biannual blood testing, and clinical care—while targeting a broad audience, from existing subscribers to new prospects
As lead copywriter, I created compelling ad copy tailored to our target audience. My work simplified complex health concepts into approachable, engaging narratives, positioning Total Health as a premium yet accessible solution for proactive health management.
Ad focusing on Total Health’s exome sequencing offering.
Ad focusing on Total Health’s biannual blood testing offering.
Ad focusing on Total Health’s clinical care offering.
Ad focusing on Total Health’s biological age offering.
Carousel ad communicating Total Health’s unique offering and services. Inlcudes holiday promo and FSA/HSA reminder.