Healthcare Member Education and Engagement

In an industry laden with obtuse and confusing jargon, personalization must be specific and relevant to healthcare members to educate them about their health plans. Aetna orchestrates personalized video experiences at key moments to support and guide members through their journeys, including commercial health plan comparison, the onboarding process, benefits education on high-deductibles, and onboarding group and individual Medicare members.

The business saw a significant lift in Net Promoter Score as well as incremental value in cost savings per video view, measured by fewer calls into the call center by viewers and lower medical costs from fewer out-of-network visits, fewer emergency room visits and more enrollments for chronic care management programs.

Scaling Video Across Commercial & Medicare Health Plan Members

Example variations for a Commercial health plan comparison video and a Group Medicare plan onboarding video.