AetnaFeds.com

Serving those that serve us

Strategy / Copy / Design / Development / Production

The Back Story

Pettus Creative has long been one of the primary digital partners for the Aetna Federal Team – providing strategy, concept, design and development – during the off-season and through the frenzy of open enrollment (OE). Beyond OE marketing collateral, videos, and advertising campaigns – we also actively work on their main digital hub AetnaFeds.com. Having taken them through several brand redesigns and re-architectures, AetnaFeds.com is a central powerhouse in lead generation, plan promotion and member education.

Tools to make life a little easier

Choosing a federal health plan is hard. Layer on spouses with different federal backgrounds, medicare-aged customers, and individual health goals... and you've got a pretty complex decision to make. AetnaFeds.com is designed to make the process a little easier by providing tools like: a simple zipcode plan search, plan comparison resources and frequently asked questions – all carefully written in a language the customer can understand.

Breaking new digital ground

What started as a recent site re-design to reflect the brand's evolution – quickly turned into much more. Working collaboratively with the Federal team, we identified an opportunity to help breathe more life into its pages... and the AetnaFedsLive initiative was born.

AetnaFeds
Live

Shifting the site into a two-way communicating, qualified-lead-generating powerhouse.

We worked closely with the Federal team to identify opportunities to connect in new 'live' ways. The ‘live’ component of the site takes on two main forms: content & functionality. From the content standpoint, AetnaFedsLive leverages the Federal team members, pulling them out of the ‘big insurance world’ and introducing them as real people, ready to help you with your real needs (a market first). Humanizing the relationship and building a deeper brand connection. From a functional standpoint, the site provides powerful new ways to interact, including another first-in-market, live-chat feature.