With a portfolio of products designed for varied audiences, Aetna needed to develop an overarching Medicare brand messaging strategy. In years past, their Medicare messaging was unintentionally siloed across business lines and therefore lacked a cohesive tonality. Simply put, Aetna Medicare was not speaking with one voice.
We replaced a fragmented, product-led approach with a consumer research-validated consultative “Medicare Solutions” emphasis. The result became Aetna Medicare’s North Star — a single brand voice unifying all business lines. Now, whatever Medicare product you’re interested in, you’ll know that Aetna takes a total approach to health and wellness with plans designed for the whole you — body, mind and spirit
what we brought to the table
TA developed a Medicare Marketing Playbook to provide direction
on the air
on the road
and in print.
The result was a consistent and cohesive effort across product lines that led to campaign success evidenced by increased AEP leads and sales.