We developed a research-driven content campaign on Aetna’s behalf. First, a white paper offered plan sponsors unique insights not found elsewhere in the marketplace by aggregating third-party industry trends and Aetna data into a non-promotional yet compelling story about total cost management. Natural ties to the company’s value story and brand value proposition made for a balanced thought leadership piece—educating readers on key trends and cost drivers while positioning the organization as a trusted partner.

This same robust, insight-driven narrative informed a webinar series in partnership with SHRM, a notable HR professional organization, and a lead-generation email campaign customized for both employers and brokers.

With this bold, trend-focused narrative, Aetna was able to tell a complex story in an authoritative and credible fashion, helping to reshape the conversation around healthcare cost management. We helped the insurer move beyond broad claims to deliver proof through select data points tied to broker and plan sponsor priorities. And because the long-form white paper seamlessly fulfilled middle-funnel campaign assets, the launch and implementation lift were lighter, allowing Aetna to more quickly and effectively communicate its total cost leadership strategy.