I currently work on Aetna’s Behavior Change Marketing team, a specialized test-and-learn environment where we apply data science and behavioral economics principles to develop marketing materials for members. Our work is focused on encouraging healthier choices and improving the overall member experience.
Role
Tools Used
The goal of this campaign is to educate members about their rewards benefits and motivate them to complete eligible activities to earn rewards. The program launches with a welcome mailer at the beginning of the year, followed by targeted reminders throughout the year that highlight each activity.
I closely monitor member feedback from previous campaign iterations and use those insights to guide my design decisions. Members consistently reported confusion around which activities were available and how to redeem rewards, so for this iteration, I prioritized clarity by clearly outlining each step and reinforcing the experience with visual prompts to support comprehension and action.
This campaign encourages members to talk with their doctor about initiating statin treatment by framing it as a simple step toward protecting their health and being present for more of life’s meaningful moments. Due to the amount of required clinical information, I tested an expanded trifold format with additional panels to improve clarity, supported by imagery that reinforces both the desired action and the life moments members value.
