The Lead the Way campaign was driven by the idea that today’s healthcare system is failing the very people it’s meant to serve, ultimately creating confusion, escalating costs, and eroding trust. In this environment, HR and benefits leaders are expected to be trusted guides, yet they’re often left without the strategic support, resources, or tools to fulfill that role effectively.
The campaign set out to redefine what it means to lead in benefits and how to be a changemaker for their workforce. Our specific goals were to:
Equip HR and benefits leaders with the insights and confidence to lead organizational change.
Address key pain points like rising costs, system fragmentation, low employee engagement, and lack of transparency.
Empower leaders to build trust and demonstrate value through practical, high-impact resources.
We tackled timely and high-stakes topics including fiduciary responsibility, cancer care, trust-building, and effective communication strategies. Through the thought leadership content, Continuing Education with Human Resource Certification Institute accredited events, and actionable tools, the campaign enabled benefits leaders to drive measurable improvements in health outcomes and cost efficiency without compromising employee experience or quality of care.
Ultimately, Lead the Way was about restoring influence to those tasked with navigating and fixing a broken system for those who rely on them for their health and care needs, and giving them the roadmap to lead with clarity, confidence, and purpose.
We brought the Lead the Way campaign to life through a deliberate, multi-phase approach that combined strategic foresight with creative execution. The campaign’s foundation was created during Transcarent’s annual Voyages event, where “Lead the Way” emerged as a unifying theme and rallying cry for benefits leaders nationwide. Through interactive sessions, expert-led discussions, and a custom-designed attendee notebook featuring prompts, tools, and activities, we invited participants to envision and shape the future of employee healthcare benefits. These conversations became the blueprint for the campaign’s content themes, providing a throughline for the months ahead.
From there, we anchored the campaign in a robust, multi-channel strategy. Owned and earned media were integrated with commercial enablement tools to engage HR and benefits decision-makers on issues that matter most: fiduciary responsibility, cancer care support, healthcare navigation, and employee trust-building. We leveraged diverse content formats such as video interviews with industry luminaries, expert blogs, interactive checklists, action guides, social media assets, and print collateral, ensuring every stakeholder had accessible, actionable resources.
Highlights included:
Trust is Local: How employers can use their position as the most trusted source of healthcare guidance to promote healthy behaviors and simplify access to care.
Doing the Hard Things: Inspiring benefits leaders to challenge the status quo and outdated norms while prioritizing quality, cost, and experience.
Guardians of Health: Reinforcing fiduciary responsibilities through accountable partnerships and fair cost strategies.
Compassionate Cancer Care: Practical guidance for creating a recovery-centric workplace for anyone facing a diagnosis or caregiving.
Combating Misinformation: Equipping employers to counter health misinformation with trusted, timely communication.Creatively, the campaign embraced three pillars: empowerment, clarity, and action, which was brought to life through a bold, clean design and transparent messaging. These visual and verbal cues reinforced Transcarent’s promise while guiding leaders from awareness to action and measurable impact.
The breadth of our content was paired with the number of external leaders which created production complexities, particularly around timelines. To address this, we implemented a staggered release schedule, prioritized high-impact assets for early launch, and developed flexible formats that allowed us to adapt when contributor delays occurred.
Lead the Way is more than a campaign -- it’s a movement to transform health and care and the accompanying experience, starting with who employees should trust: their employers. By weaving together live event engagement, thought leadership pieces, and interactive guides, we created a model that’s not just inspirational, but directly actionable. Our execution spanned nearly every corner of the commercial and brand teams, proving that when strategy, storytelling, and collaboration align, meaningful change follows.
Launched after our annual Voyages conference, the Lead the Way campaign positioned Transcarent as a strategic partner to HR and benefits leaders—both attendees and a broader audience. By pairing timely thought leadership with actionable resources, the campaign drove measurable engagement, influenced perception, and supported pipeline growth.
The campaign exceeded its core objectives: empowering benefits leaders, sparking meaningful engagement, and reinforcing Transcarent as a trusted partner driving transformative change in health and care.
Key results:
Deep engagement: Benefits leaders consumed content, attended educational sessions, and shared tools internally. On social media, the campaign generated 30,568 impressions, 1,993 engagements, and 93 shares.
Credibility and trust: Featuring Aneesh Chopra, the first U.S. Chief Technology Officer and Courtney Global Health Co-Chair and US Health Chair at Edelman, we addressed nuanced topics like fiduciary duty and cancer care earned recognition as a strategic resource for complex decisions.
Influence and advocacy: Participants reported intent to reevaluate benefits, launch cost-saving strategies, and improve employee communications.
Meaningful traffic: The landing page saw 1,195 unique visits and 1,198 clicks on guides and checklists.
Brand impact: Content strengthened Transcarent’s reputation as a bold, innovative leader, shifting perceptions from vendor to strategic ally and setting the stage for deeper partnerships.
In-person reach: 250 notebooks distributed at Voyages, Lead the Way dinners, and industry conferences extended visibility beyond digital channels.
Ultimately, Lead the Way achieved its purpose—helping benefits leaders stop reacting to a broken system and start reshaping it. Through empathy, clarity, and practical tools, we gave leaders the confidence to act with purpose.