Included Health Organic Growth Opportunities

This play creates industry-tailored landing pages for benefits decision-makers, addressing specific pain points and workforce dynamics across thousands of NAICS codes. By mapping virtual care solutions to industry-specific challenges, the brand can capture high-intent B2B traffic looking for specialized vendors.

Example Keywords

• employee health concierge for manufacturing
• benefits navigation for retail employers
• care coordination solution for logistics companies
• virtual urgent care vendor for hospitality

Rationale

Benefits leaders search for solutions that understand their specific workforce constraints, such as high-turnover retail or safety-sensitive manufacturing. Tailoring content to these industries increases relevance and conversion rates for demo requests.

Topical Authority

Included Health already possesses strong enterprise positioning and a high authority score, making it a credible source for industry-specific healthcare strategy.

Internal Data Sources

Use existing employer case studies, industry-specific outcome summaries, and implementation artifacts from the /resources/ section to provide differentiated proof points.

Estimated Number of Pages

2,000+ (Covering hundreds of NAICS industries with multiple persona-based variants)

This play generates technical compatibility pages that answer critical procurement questions regarding how Included Health integrates with existing HRIS, SSO, and claims platforms. These pages target IT and benefits operations personas who are evaluating the feasibility of a new vendor within their current tech stack.

Example Keywords

Rationale

Technical hurdles are a major friction point in the enterprise sales cycle; providing indexable integration specs captures buyers during the technical discovery phase. This strategy targets mid-to-bottom funnel queries that competitors often overlook.

Topical Authority

The domain's existing focus on platform connectivity and its 'connected partner ecosystem' section provide a natural foundation for technical authority.

Internal Data Sources

Leverage security documentation, SOC2/HITRUST status, implementation runbooks, and API specifications to offer uniquely credible technical content.

Estimated Number of Pages

800+ (Covering hundreds of platforms across SSO, HRIS, and benefits administration categories)

This play develops a library of solution pages focused on high-cost clinical episodes and chronic conditions, framing navigation as a cost-containment strategy. It targets employers looking for specialized support in areas like oncology, MSK, and complex care management.

Example Keywords

• oncology care navigation program for employers
• MSK surgery decision support program
• complex care management for high-cost claimants
• behavioral health care coordination services

Rationale

Employers are increasingly seeking 'point solution' results within their broader navigation platforms to address specific high-cost claim drivers. These pages align the brand's clinical capabilities with the financial priorities of benefits managers.

Topical Authority

Included Health's extensive library of clinical resources and its history of managing complex member cases establish it as a leader in specialized care advocacy.

Internal Data Sources

Incorporate clinical program descriptions, triage logic, care team composition details, and de-identified outcomes research from internal white papers.

Estimated Number of Pages

600+ (Covering a wide range of medical conditions and specialty care episodes)

This play creates a comprehensive set of buyer enablement tools, including RFP templates, scoring rubrics, and vendor evaluation checklists. By providing the actual assets used in the procurement process, the brand can insert itself into the active buying cycle of enterprise prospects.

Example Keywords

• patient advocacy services RFP template
• care navigation vendor RFP questions
• health concierge services vendor evaluation scorecard
• telehealth vendor security questionnaire

Rationale

Buyers often search for templates to help structure their vendor selection process; providing these assets builds trust and positions Included Health as the standard for evaluation. This captures users at the peak of their purchase intent.

Topical Authority

The brand's existing enterprise-facing resources and newsroom announcements demonstrate the necessary market leadership to define industry standards.

Internal Data Sources

Utilize anonymized RFP repositories, standard SLA definitions, and implementation SOW language to create high-utility procurement assets.

Estimated Number of Pages

500+ (Covering various solution categories and buyer personas including HR, IT, and Finance)

This play targets the massive price variation in healthcare by creating pages that explain the cost benefits of shifting specific procedures from hospital outpatient settings to ASCs. It positions the brand as a critical partner for employers and plans looking to optimize site-of-care spend.

Example Keywords

• site of care optimization vendor
• hospital outpatient vs ASC cost savings program
• outpatient facility steerage vendor
• ASC migration program for employers

Rationale

Site-of-care steerage is one of the most direct ways for self-insured employers to save money, yet few vendors provide detailed, procedure-level content on the topic. This play leverages a high-volume, high-intent keyword set focused on cost containment.

Topical Authority

The domain already ranks for operational plan content, such as CalPERS cost-share guides, proving its ability to rank for complex benefits-operations topics.

Internal Data Sources

Use de-identified utilization insights, facility exception request workflows, and internal cost-variation data to ground the content in operational reality.

Estimated Number of Pages

12,000+ (Covering hundreds of procedures across various employer segments and settings)

Improvements Summary

Rebuild four non-branded, mid-funnel pages into a “definition + decision” format with a 40–60 word TL;DR under the H1, step-by-step “how it works,” tight inclusion/conditions lists, and 6–10 PAA-style FAQs. Update title tags/meta, header structure, and add internal links from high-authority pages plus cross-links among the cluster to concentrate authority on these targets.

Improvements Details

Map each URL to a primary keyword and expand on-page coverage with comparison and buyer-evaluation sections (e.g., “what is virtual primary care” vs telehealth; “health navigation” vs care management; “specialty care clinics” specialist matching and specialty journeys; “expert medical opinion” turnaround time, what’s included, and member how-to). Add proof blocks: outcomes metrics or cited studies, clinician “reviewed by,” and 2–3 mini case examples per page. Add Article schema to /resources/ pages and FAQPage schema to visible FAQs, then publish supporting /resources/ hub content (e.g., Virtual Primary Care vs Telehealth; Healthcare Navigation Services buyer’s guide; Specialist Matching explainer; Second Opinion vs Expert Medical Opinion) with descriptive anchors linking back to the four core pages.

Improvements Rationale

These pages target high-intent, non-branded terms with solid volume and relatively low competition but currently capture a very small traffic share, suggesting “page 2” relevance/format gaps. Matching SERP intent with snippet-ready definitions, structured FAQs, and deeper semantic coverage improves eligibility for featured snippets and People Also Ask placements while raising engagement. Redirecting internal authority from brand-heavy areas to this cluster should lift rankings and CTR for terms like “what is virtual primary care,” “specialty care clinics,” “health navigation,” and “expert medical opinion.”