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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.

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Aetna & LinkedIn Case Study

  1. 1. AetnaCase Study
  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%ofthetimedoyougetvalue fromthoughtleadership? 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. AndAetnauseddatatoguide allofitscreative development,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 LongstandingProblem Read/listen: Q&A with Joan Reede, Diversity & Community Partnership Dean, Harvard Medical School, on tackling underrepresentation in healthcare 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 LongstandingProblem Read/listen: Q&A with Joan Reede, Diversity & Community Partnership Dean, Harvard Medical School, on tackling underrepresentation in healthcare 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. Theblockbustertemplatehelpedus scaleourcreativedevelopmentinan efficientway,enablingmoreA/Btesting andbetterresults.” Sophia Lewis, Sr. Communications Consultant, Aetna “
  21. 21. Distribution Tactics
  22. 22. Hollywoodreachespotentialaudiences withpaidadvertising andalsothroughitspeople.
  23. 23. Industry Media Digital Health Influencers Venture Capital Influencers Academia Blogger Influencers Category Leaders Policy Leaders Aetnausedmediatoreachboth healthcareinfluencersandkeyaccounts. Account3 Account7 Account1 Account2 Account5Account6 Account4 Media
  24. 24. Aetnausedmediatoreachboth healthcareinfluencersandkeyaccounts. Industry Media Policy Leaders Digital Health Influencers Venture Capital Influencers Academics Blogger Influencers Category Leaders Account3 Account7 Account1 Account2 Account5Account6 Account4
  25. 25. AndAetnaharnessedthe powerofitspeople,withafirst- of-its-kindemployeeactivation program.
  26. 26. ByintegratingpaidmediaandElevate, wewereabletogeneratemuchgreater reachand muchstrongerperformance.” 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 Clickthroughratesandengagementrateswere 60%+aboveourbenchmarks.
  29. 29. Opioids Value-Based Care 1.069% 1.129% Buoyedbysomeextraordinarycreative. engagementrate engagementrate
  30. 30. Generatinglotsofpositivecommentary. Damion Fray Co-Founder at Home Care IPA Right on the money with VBP and Wearables. This is industry leading stuff. Like 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’sthoughtleadershipdroveover $113Kinearnedmedia.
  32. 32. ©2018 LinkedIn Corporation. All Rights Reserved. Analysis & Report Prepared By Base (Among Aware of Aetna):Low n=199;Medium n=69;Highn=57 +8 Delta (High Freq vs. Low Freq) Consideration (Top Box 2) +10 Delta (High Freq vs. Low Freq) Empowers their members to feelasense of pride and accomplishment around their health (top 2 box) +10 Delta (High Freq vs. Low Freq) Is invested in the health of mylocal community (top 2 box) Theadsdrovesignificantliftsinbrand perceptionsathighfrequencies. Nielsen Brand Impact Study
  33. 33. +15 Delta Top of Mind Awareness +18 Delta Favorability (Top 2box) +11 Delta Consideration (Top 2Box) +14 Delta Recommendation (Top 2Box) Andemployeesharingdrove evengreaterliftsonalmosteverybrandmetric. Base (All):Control n=312, ExposedElevate n=218 Base (Among Aware):Control n=299, Exposedn=215 Nielsen Brand Impact Study
  34. 34. Andmost importantly…
  35. 35. JustlikeHollywood, allofthissuccessisrepeatable. 2019 HealthCare Trends 2020 HealthCare Trends 2 Hea
  36. 36. Theblockbusterprogramgave usa betterapproachtocontentmarketing andacompetitiveedgeinthe healthcarespace.” Daryl Drabinsky, Director Of Digital Strategy, Aetna “

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