Banner|Aetna Public Relations Campaigns
Challenge
Banner|Aetna, an Arizona-based health insurer (owned by Banner Health and Aetna/CVS Health), turned to Activate Health for our agency’s expertise with payer marketing strategies. In addition to continuing to support brokers and employers, the health insurer’s new individual and family plan offerings were being offered for the very first time, creating a need for education and visibility in the marketplace.
Solution
We kicked off with our research-driven Discovery Process to capture the essence of Banner|Aetna’s brand story and distill it down for our targeted audiences through the creation of more than 500 messaging assets. This included articles, blogs and social media content. After identifying and analyzing key industry trends and market dynamics, we gathered first-person insights from internal stakeholder interviews to round out this full brand audit. Subsequent key findings from this process then informed Activate Health’s comprehensive, recommended payer marketing strategies and complementary, targeted PR approach for the Arizona health insurance company.
Results
We raised the overall visibility of Banner|Aetna in the Arizona market, leading to an audience reach of 900 million for a total of $15 million in publicity value. Compared to the prior year, these results mark an 800% increase in reach and 1,400% greater publicity value. In total, we secured 60+ local and national earned media placements and speaking opportunities.
Activate Health
Activate Health is a public relations and marketing agency serving clients in the healthcare industry. We provide B2B and B2C media relations, content marketing, social media, and advertising support to our clients including leading health plans, health systems, mobile health providers, specialty pharmacies and health technology firms. Our leaders have...
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