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Aetna & LinkedIn Case Study

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See how Aetna partnered with LinkedIn to deliver helpful thought leadership content for health care audiences.

Veröffentlicht in: Marketing
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Aetna & LinkedIn Case Study

  1. 1. AetnaCaseStudy
  2. 2. 83% 81% B2BBuyers Ourgoal?TopositionAetnaasa thoughtleaderinhealthcare. …believethatthoughtleadership increasestrust. Business Decision Makers C-Suite Executives Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation
  3. 3. Ourchallenge?Marketers struggletocreatehigh-quality thoughtleadership. 44% B2BBuyers What%ofthetimedoyougetvaluefrom thoughtleadership? Edelman + LinkedIn Study: How Thought Leadership Impacts B2B Demand Generation
  4. 4. Andthat’sbecause thecurrentapproachto thoughtleadershipisbroken.
  5. 5. Oursolution:Tryanewapproach,Hollywood’s “blockbuster”model.
  6. 6. 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.
  7. 7. Audience Insights
  8. 8. Hollywoodusesdatatoguide everyaspectof itscreativedevelopment.
  9. 9. AndAetnauseddatatoguideall ofitscreativedevelopment,too.
  10. 10. 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
  11. 11. 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
  12. 12. 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.
  13. 13. 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.
  14. 14. 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.
  15. 15. Creative Strategy
  16. 16. Hollywoodextendsits blockbustersintomultiple formatsandchannels.
  17. 17. Andensuresthatallitsstories featurestrong,memorable characters.
  18. 18. Aetnacreatedatemplatethatmadeitscontent extensiblebydesign.
  19. 19. Andbroughtthestorytolife throughitscharacters.
  20. 20. 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 “
  21. 21. Distribution Tactics
  22. 22. Hollywoodreachespotentialaudiences withpaidadvertising andalsothroughitspeople.
  23. 23. Industry Media DigitalHealth Influencers Venture Capital Influencers Academia Blogger Influencers Category Leaders PolicyLeaders Aetnausedmediatoreachboth healthcareinfluencersandkeyaccounts. Account3 Account7 Account1 Account2 Account5Account6 Account4 Media
  24. 24. Aetnausedmediatoreachboth healthcareinfluencersandkeyaccounts. Industry Media PolicyLeaders DigitalHealth Influencers Venture Capital Influencers Academics Blogger Influencers Category Leaders Account3 Account7 Account1 Account2 Account5Account6 Account4
  25. 25. AndAetnaharnessedthepower ofitspeople,withafirst-of-its- kindemployeeactivation program.
  26. 26. By integrating paid media and Elevate, we were able togenerate much greater reach and much stronger performance.” Kieran Fagan, Vice President, Communications, Aetna “
  27. 27. The Results
  28. 28. 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.
  29. 29. Opioids Value-Based Care 1.069% 1.129% Buoyedbysomeextraordinarycreative. engagement rate engagement rate
  30. 30. 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
  31. 31. $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.
  32. 32. ©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
  33. 33. +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
  34. 34. And most importantly…
  35. 35. JustlikeHollywood, allofthissuccessisrepeatable. 2019 HealthCareTrends 2020 HealthCareTrends 2 Hea
  36. 36. 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 “

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