AetnaCaseStudy

83%
81%
B2BBuyers
Ourgoal?TopositionAetnaasa
thoughtleaderinhealthcare.
…believethatthoughtleadership
increasestrust.
Business Decision Makers
C-Suite Executives
Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation

Ourchallenge?Marketers
struggletocreatehigh-quality
thoughtleadership.
44%
B2BBuyers
What%ofthetimedoyougetvaluefrom
thoughtleadership?
Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation

Andthat’sbecause
thecurrentapproachto
thoughtleadershipisbroken.

Oursolution:Tryanewapproach,Hollywood’s
“blockbuster”model.

M E A S U R E M E N T
D I S T R I B U T I O N
C R E A T I V E
A U D I E N C E
Tobuildahealthcare
blockbuster,wehadtorethink
marketing.

Audience
Insights

Hollywoodusesdatatoguide
everyaspectof
itscreativedevelopment.

AndAetnauseddatatoguideall
ofitscreativedevelopment,too.

50%
51%
56%
I N D U S T R Y T R E N D S
P R O F E S S I O N A L D E V E L O P M E N T
I N D U S T R Y N E W S
Weuseddatatodeterminethegenre.
Source: The Mindset Divide: Spotlight on LinkedIn Content

0
20
40
60
80
100
120
The Five Percenters The Realities of Value-
Based Care
The Expansion of
Precision Medicine
The Power of
Communities
The Policy Debate The While Patient
Indexed Engagement Indexed Number of Articles
Weuseddatatodeterminetheplot.
LinkedIn Topic Analysis Data

Topic Article Description Tactical
Insight
The Case for a
Diverse Health Care
Workforce
Cletis Earle, VP & CIO, Kaleida Health,
Chapter 3
Recently there’s been more talk about the
lack of diversity in healthcare IT leadership,
and while it’s important to have that
discussion, what’s even more important is
doing something about it, says Cletis Earle.
Take a person-led
approach.
Healthcare Diversity Starts from the Top
Down
When asked what diversity in healthcare
leadership means to her, Nurse Amelia
Roberts of RN Solutions writes: “Diversity in
leadership means that…”
Joan Reede Q&A: Diversity in Health Care
Leadership — A Longstanding Problem
Read/listen: Q&A with Joan Reede, Diversity
& Community Partnership Dean, Harvard
Medical School, on tackling
underrepresentation in healthcare
leadership.

Topic Article Description Tactical
Insight
The Case for a
Diverse Health Care
Workforce
Cletis Earle, VP & CIO, Kaleida Health,
Chapter 3
Recently there’s been more talk about the
lack of diversity in healthcare IT leadership,
and while it’s important to have that
discussion, what’s even more important is
doing something about it, says Cletis Earle.
Take a person-led
approach.
Healthcare Diversity Starts from the Top
Down
When asked what diversity in healthcare
leadership means to her, Nurse Amelia
Roberts of RN Solutions writes: “Diversity in
leadership means that…”
Joan Reede Q&A: Diversity in Health Care
Leadership — A Longstanding Problem
Read/listen: Q&A with Joan Reede, Diversity
& Community Partnership Dean, Harvard
Medical School, on tackling
underrepresentation in healthcare
leadership.
Weuseddatatodeterminethescript.

Topic Article Description Tactical
Insight
The Case for a
Diverse Health Care
Workforce
Cletis Earle, VP & CIO, Kaleida Health,
Chapter 3
Recently there’s been more talk about the
lack of diversity in healthcare IT leadership,
and while it’s important to have that
discussion, what’s even more important is
doing something about it, says Cletis Earle.
Take a person-led
approach.
Healthcare Diversity Starts from the Top
Down
When asked what diversity in healthcare
leadership means to her, Nurse Amelia
Roberts of RN Solutions writes: “Diversity in
leadership means that…”
Joan Reede Q&A: Diversity in Health Care
Leadership — A Longstanding Problem
Read/listen: Q&A with Joan Reede, Diversity
& Community Partnership Dean, Harvard
Medical School, on tackling
underrepresentation in healthcare
leadership.
Take a person-led
approach.
Weuseddatatodeterminethescript.

Creative
Strategy

Hollywoodextendsits
blockbustersintomultiple
formatsandchannels.

Andensuresthatallitsstories
featurestrong,memorable
characters.

Aetnacreatedatemplatethatmadeitscontent
extensiblebydesign.

Andbroughtthestorytolife
throughitscharacters.

The blockbuster template helped us
scale our creative development in
an efficient way, enabling moreA/B
testing and better results.”
Sophia Lewis, Sr. Communications Consultant, Aetna
“

Distribution
Tactics

Hollywoodreachespotentialaudiences
withpaidadvertising
andalsothroughitspeople.

Industry
Media
DigitalHealth
Influencers
Venture
Capital
Influencers
Academia
Blogger
Influencers
Category
Leaders
PolicyLeaders
Aetnausedmediatoreachboth
healthcareinfluencersandkeyaccounts.
Account3
Account7
Account1
Account2
Account5Account6
Account4
Media

Aetnausedmediatoreachboth
healthcareinfluencersandkeyaccounts.
Industry
Media
PolicyLeaders
DigitalHealth
Influencers
Venture
Capital
Influencers
Academics
Blogger
Influencers
Category
Leaders
Account3
Account7
Account1
Account2
Account5Account6
Account4

AndAetnaharnessedthepower
ofitspeople,withafirst-of-its-
kindemployeeactivation
program.

By integrating paid media and
Elevate, we were able togenerate
much greater reach and
much stronger performance.”
Kieran Fagan, Vice President, Communications, Aetna
“

The
Results

0.38%
0.45%
0.64%
0.73%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
CTR Engagement Rate
Average Aetna
Clickthroughratesandengagementrates
were60%+aboveourbenchmarks.

Opioids Value-Based Care
1.069% 1.129%
Buoyedbysomeextraordinarycreative.
engagement rate engagement rate

Generatinglotsofpositivecommentary.
Damion Fray
Co-Founder at Home Care IPA
Right on the money with VBP and Wearables. This is industry leading
stuff.
Lik
e
Reply

$35,082
$78,409
$113,491
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
Earned Media
Elevate Sponsored Updates Elevate + SU
SharingofAetna’sthoughtleadershipdrove
over$113Kinearnedmedia.

©2018 LinkedIn Corporation. All Rights Reserved.
Analysis & Report Prepared By
Base (Among Aware of Aetna): Low n=199; Medium n=69; High
n=57
+8 Delta (High Freq vs. Low Freq)
Consideration(TopBox2)
+10
Delta (High Freq vs. Low Freq)
Empowerstheirmembersto feela senseof prideand
accomplishmentaroundtheirhealth(top2 box)
+10 Delta (High Freq vs. Low Freq)
Is investedinthehealthof my localcommunity(top2 box)
Theadsdrovesignificantliftsinbrand
perceptionsathighfrequencies.
Nielsen Brand Impact Study

+15 Delta
TopofMindAwareness
+18 Delta
Favorability(Top2box)
+11 Delta
Consideration(Top2Box)
+14 Delta
Recommendation(Top2Box)
Andemployeesharingdrove
evengreaterliftsonalmosteverybrandmetric.
Base (All): Control n=312, Exposed Elevate n=218
Base (Among Aware): Control n=299, Exposed n=215
Nielsen Brand Impact Study

And most
importantly…

JustlikeHollywood,
allofthissuccessisrepeatable.
2019
HealthCareTrends
2020
HealthCareTrends
2
Hea

The blockbuster program gave us
a better approach tocontent
marketing and a competitive edge
in the healthcare space.”
Daryl Drabinsky, Director Of Digital Strategy, Aetna
“