Payer Marketing Strategies

BANNER | AETNA

OUR APPROACH

Our payer marketing strategies advanced brand awareness and digital engagement through an integrated social and content program.

B2B buying is multi-touch and relationship driven. And its credibility is built through clear messaging and a consistent presence. Reaching plan sponsors and brokers requires a comprehensive program that shows up where they are and moves with their decision cycle. Activate Health implemented this approach for BannerlAetna, Arizona’s leading value-based care health plan, delivering end-to-end payer marketing strategies through an integrated social and content engine built for organic B2B engagement.

Additionally, as the joint venture matured (after seven years in the market) the brand itself needed a messaging refresh. To support this effort, we provided a fresh lens as an agency partner, helping the health plan identify their most compelling differentiators to communicate their market value.

End-to-End Social

Content Marketing

Value Proposition Discovery

OUR SOLUTION

Activate Health implemented a strategic, insight-backed marketing framework for Banner|Aetna. We created compelling, plain language narratives for key B2B audiences and operationalized these messages across integrated social and content campaigns—planning, producing, publishing and performance reporting to lighten the lift on their internal team.

Executing on these payer marketing strategies centered around what buyers want to see. We published topical blog posts about plan-sponsor priorities, ensured that local leaders were visible and easily reachable in the community, and served up high-value, broker-relevant resources.

And as the brand matured, we partnered with the health plan to refresh its value proposition messaging. Our 15+ years of brand messaging expertise resulted in a collaborative effort to synthesize an up-to-date value story, substantially lightening the lift on their internal team. We facilitated SME interviews and conducted third-party research into the latest market trends impacting plan sponsors and brokers, ensuring timeliness and resonance of the new messaging platform.