Healthcare Marketing Impact Awards
Silver award for Social Media campaign
Ogilvy & Mather
Provider/Insurer, New York City , NY
Take a Moment
Consumer trust in the healthcare industry has taken a dramatic hit in recent years. A lot of people took to social media to vent their frustrations. Aetna took a lot of hits. By February 2016, Aetna began to back off of social campaigns. Recognizing this wasn't a long-term solution, the insurer wanted to get people to think about the brand in a more positive light. Aetna re-imagined its social media efforts to engage with consumers in a more positive and constructive manner.