Medicare Advantage “Aetna Answers”

Chris helped evolve this campaign into the digital marketing area when he worked at G2 as Managing Director of their Financial Services Practice.

Cultural Insight: Americans over age 65 who are Medicare beneficiaries were given the option to receive their Medicare benefits through private health insurance plans – offering greater choices in hospitals and doctors and better prescription drug coverage. But these older Americans found the Medicare Advantage selection process to be complicated, confusing and overwhelming. 

Brand Asset: Aetna - as a leading medical insurance underwriter – was interested in creating a dialogue with Medicare beneficiaries that would help them choose the plan that was right for them, and get the most out of the plan they selected. Their goal was to make consumers feel good about the choices they made.

Growth Strategy: The “Aetna Answers” campaign was developed to cut through the confusion surrounding Medicare Advantage plans and overcome the inertia that kept many consumers tied to sub-optimal health insurance plans. Digital marketing was successfully tested and rolled out to dispel the conventional wisdom that older Americans did not shop and buy health care insurance online.

Results: Aetna Medicare achieved 265% of its sales goal for the fourth quarter “open enrollment” period, accounting for 25% of the multi-million-member growth in the sector. Incremental revenue for Aetna was over $ 125 million.