Winner: Aetna - Thought Leadership
Aetna is both reinventing its business model and working to change the healthcare system in dramatic ways. With this campaign, the insurance giant wanted to reposition itself in the marketplace from an insurance company to a healthcare company by telling a cohesive enterprise story that engaged media, reached consumers and encouraged employees.
To solve this challenge, Aetna and Weber Shandwick launched The Health Section, a branded editorial destination designed to provide in-depth news, analysis and C-suite perspectives on the changing healthcare landscape. It is beautifully designed, fully responsive on both desktops and mobile devices, but perhaps most importantly, the content produced for The Health Section is being successfully distributed to a variety of company stakeholders. In fact, the site sees a largely consumer audience, is used to fuel the company’s intranet (AetNet) and is being included in email newsletters to members, customers and insurance brokers.
The site publishes content in line with trending and controversial health topics, using relatable stories with crisp human-friendly images and graphics. It’s not a look you’d expect from a company in this category. The site peaked at 78,000+ unique monthly visitors in April 2015, a 172% increase in unique visitors since launching in May 2014. Approximately 25% of these visits came from a mobile device. Healthcare and business media are also taking notice as bylined content from company executives and contributed content from third parties has been featured on The New York Times, Bloomberg, Washington Post, The Huffington Post, Motley Fool and Forbes.
The Health Section program launched in May 2014 and has quickly become the company’s primary vehicle for delivering industry POV’s. The site has grown from 28,829 monthly unique visitors at launch to a peak of 78,463 in April 2015, a 172% growth rate.
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