Aetna, in response to increasing “consumerism” in the health insurance industry, needed to reposition and relaunch its health insurance plans (IAP) for individuals and create an aggressive direct-to-consumer (DTC) pilot program.

TDO participated in market research to establish a new consumer approach. We developed a new IAP Website and decision support tools, broker and consumer materials and a DTC campaign including e-mail, direct response print, pay-per-click and print advertising. The campaign measured messages, offers, formats and publication effectiveness.