Aetna

Wellness isn’t just a promise, it’s a connection.

When you speak to the heart, the body and mind follow.

THE CHALLENGE

Increase Medicare membership among diverse patients with Aetna’s new brand positioning, promising total wellness = body, mind, spirit.

THE OUTCOME

“Medicare para tu bienestar total.”

A culturally relevant brand positioning, shifting to “Body, Mind, Emotions.”

A comprehensive multi-channel marketing strategy, effectively connecting with Hispanic customers during both the Warming (brand awareness phase) and AEP (enrollment phase).