A modern digital presence for launching Sterling's COBRA service
Heigh10 created clear, accessible digital content and campaigns for Sterling’s COBRA services, making complex compliance communications easier to understand. We helped employers and employees stay informed while strengthening trust in Sterling’s expertise.
Background
With over 80,000 users and a growing suite of healthcare and financial wellness services, Sterling Administration has established itself as a trusted partner for employers, employees, brokers, and general agents.
When Sterling prepared to launch its COBRA service, they knew this wasn’t just about compliance — it was about positioning the service as clear, approachable, and digitally intuitive.
The challenge? Bringing to life a solution that could speak equally to employers managing compliance risk and employees navigating coverage transitions.
Challenges
Sterling faced several key hurdles with the COBRA launch:
- Awareness gap — Many employers and employees didn’t fully understand COBRA or how Sterling’s solution simplified it.
- Complex subject matter — Regulatory language often felt overwhelming, leading to disengagement.
- Competitive space — Sterling needed to differentiate its offering with clarity, accessibility, and trust.
- Digital readiness — The launch had to include a modern online presence capable of driving conversions and instilling confidence.
Solutions
Heigh10 partnered with Sterling to design and launch a digital-first COBRA strategy that blended compliance expertise with an engaging user journey:
- Website: Built a dedicated COBRA section with simplified explanations, intuitive navigation, and resources tailored for employers, brokers, and employees.
- Social Media Management: Crafted awareness campaigns to demystify COBRA, highlight Sterling’s role as a trusted administrator, and drive traffic to the new site.
- Marketing Materials: Designed easy-to-read guides, infographics, and collateral for brokers and HR leaders, bridging the gap between regulatory detail and everyday understanding.
- Email Marketing: Developed segmented campaigns to guide audiences through COBRA’s complexities, resulting in higher engagement and conversions.
- Ongoing Support: Provided analytics, optimizations, and creative refreshes to keep the service top-of-mind and performing at scale.
Results
The COBRA launch was both measurable and meaningful:
- Website visits to COBRA resources increased by 55% in the first three months.
- Social media campaigns drove 3x higher engagement compared to Sterling’s previous compliance-related posts.
- Email campaigns delivered open rates 22% above industry benchmarks, driving broker inquiries and employer conversions.
- Sterling’s sales teams reported a shorter onboarding cycle, thanks to the clarity of new digital and print materials.
But beyond metrics, Sterling successfully reframed COBRA — transforming it from a compliance burden into a user-friendly, trusted service.
As one broker shared after the launch:
“For the first time, explaining COBRA to clients feels simple. Sterling has made it easier for us to have these conversations.”
