Presentation: How Communications and Community Are Evolving in a Changing Healthcare Environment Presented by: Carissa Caramanis O'Brien, Social Media Community & Content Director, Aetna & Matt Wiggin, Head of Business Communications and Public Affairs, Aetna With the Affordable Care Act and a massive transformation in healthcare, consumers and businesses alike are learning to navigate a new system. With these changes comes a need for evolution in how communications, public affairs and community engagement meet the needs of our members, the media and the community at large. How do traditional and new media methods come together to meet those needs and show a brand’s commitment to helping lead the way?

1. How Communications and
Community Are Evolving in a
Changing Healthcare
Environment
Matt Wiggin
Carissa Caramanis O’Brien (@CarissaO)
Aetna
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2. Where We Were
• Big business to Big business
• Based on industry’s origins
• Traditional audience, traditional
approach
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3. Emerging Trend
• Rise of Consumerism
• Increased focus on consumerdriven communications
• Communicating to meet consumer
expectations
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4. Align Communications with Brand Values
Aetna’s Values Wheel
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5. Health Care Reform Tools and Resources
Available tools and resources to help our customers understand the potential
impacts of the ACA and identify the best course of action
www.HealthReformConnection.com
Aetna has invested significantly in freely available online
resources to provide customers with the latest legislative
updates, analysis and impacts of Health Care Reform.
Broker, Consultant, & Customer Webinars
Health Care Reform Videos
Quick and easy-to-understand overview
of exchanges and Health Care Reform
Aetna continues to provide educational and training sessions for our
customers to ensure they are armed with the most current
information on Health Care Reform.
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6. Current Environment
• Healthcare Reform
• Accelerates the consumer trend
• Increases need for education
• Requires we pause and ensure
accuracy, credibility
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7. What Does it Mean for Aetna to Become Social?
Use of social technologies within the enterprise to create an
environment focused on collaboration and engagement around
business objectives (e.g., Lava)
Use of public social channels to communicate and engage
with social customers while retrofitting traditional
processes for new media (e.g., Twitter, Facebook)
Use of public/private online communities to engage and
empower care providers, patients and consumers in their
pursuit of health and wellbeing (e.g., OneHealth, CaféWell)
Foundational Components
Policy
Process /
Playbooks
Training /
Education
Social
Listening
Center of
Excellence
Digital
Assets
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8. Align Values with Community Commitment
Aetna Community Pact
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9. Example:
Social Health Programs
• Pilot: Directing members to PatientsLikeMe so they can
connect with others who have the same condition, and
access real-world symptom, treatment and outcome
reports.
• Conversion rate to engagement is ~20%
• Sustained engagement: 8% of Q1 registrants continued to
engage in the site during Q2
• Members engage most frequently in PLM’s tracking tools
such as symptom, treatment and quality of life trackers.
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10. Carrying Us Forward
• Traditional and Social
Intersect
• Social emerges at interesting
time, dynamic state of change
• Brings new segment of population
and helps us carry conversation
forward
• Creates a real-time push/pull
between communications tactics
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11. Thank you
Appreciate your time, #bdi1!
Questions?
Matt Wiggin
Head of Business Communications and Public Affairs
WigginM@aetna.com
Carissa Caramanis O’Brien
Social Media Community & Content Director
CarissaO@aetna.com
@CarissaO
Aetna Inc.