Situation
Beset by criticism during a troubled time for the managed care industry, Aetna U.S. Healthcare turned to Harden for support in developing communications to improve Aetna U.S. Healthcare’s reputation as the market leader. One of the most notable efforts was the launch of a low-cost insurance called Affordable HealthChoices that was made available to small business owners.
Approach
Harden implemented a consistent media communications program utilizing print, broadcast and online outlets that elevated the issue to national concern and primed the market for the new product’s introduction.
Results
The campaign ended up generating positive media coverage in major mainstream and business publications, including The Wall Street Journal, Los Angeles Times, USA Today, Fox News, and CNBC. The press release we created also received pick-up in over 70 regional dailies and business journals. Overall, our initiative for Aetna proved that our client was the leader in its field and positively publicized the new low-cost product.
