SHELLY HOWE COENEN

Dynamic marketing communications professional with a proven track record in strategic digital communications and content development. Adept at cross-functional collaboration and developing impactful value propositions. I drive impactful campaigns that enhance engagement and optimize ROI. Passionate about leveraging analytics to inform decision-making and improve project outcomes.

• Strategic enterprise communications: As part of UnitedHealthcare Provider Communications, led communications strategy and content development for 5 key leadership initiatives: Enterprise Digital First, Enterprise Paperless, Go-to-Market Secure Provider Portal Products, Portal Authentication Change Management, and Claim Reconsiderations/Appeals. Specialized in developing practice-building strategic plans and creating clinical content for doctors, practice staff and patients at healthcare organizations including Lifecore Biomedical, Boston Scientific, MOOG Medical, and Invibio.
• Communications and brand champion: Led go-to-market launch strategy, channel mix, audience segmentation, communication timing selection, plans and process improvements for UnitedHealthcare Digital First, Paperless, secure online portal products, Authentication change management and achieved record-high digital adoption of 72% YOY and 23-point increase in NPS. Led enterprise Digital First, paperless and Created startup Intelligent Nutrients’ first brand identity including first website, online and retail stores, and media and brand narrative under tough critic Horst Rechelbacher.
• Driven by data, analytics and performance: Throughout my career, I’ve conducted audience, competitive and market research to create and pitch targeted communications, plans and stories for companies, agencies and media. Developed highly segmented customer journeys, value propositions and stories across a variety of modern distribution channels for UnitedHealthcare Provider Marketing top digital and paperless efforts. Conducted A/B tests, analyzed metrics and recommended campaign adjustments for maximum impact.
• Content development expert: Over my career, content I create averages 10-20% higher response rates than similar, previous creative regardless of industry, company, or topic. Over 3 years, led and created content for 31 paperless change management launches resulting in e-delivery rates of 73% and $60M savings. Wrote, managed writers and content approvals, and delivered 693 complex and multi-faceted communications to meet business partner, enterprise, communication and brand goals.
• Hired repeatedly without interview by multiple bosses.

• UnitedHealthcare Leaders in Action Topic Leader 2025