Publication: Free e‐mail newsletter intended to drive traffic to a website

Market: Anyone interested in the health insurance marketplace (primarily health
insurance companies, healthcare providers, pharmaceutical companies, and
healthcare market analysts)

Assignment: Edit a freelancer’s submission into a top‐level analysis of the private uninsured
healthcare market

Challenges: Refocus a historical approach to one of immediacy – show why we are doing this
article now. Focus on information of importance to the intended market. Cut
from about 1,400 words to about 750 words.

Approach: Cut to the chase – get the market information up top. Minimize the historical
discussion; focus on market segmentation.