Leading the way toward healthier pregnancies

AETNA®

Preeclampsia is the leading cause of maternal and infant illness and death—and its rate has increased 25 percent in the last 20 years. To reverse this trend, Aetna developed a first-of-its-kind program using evidence-based interventions. But they needed a powerful way to deliver it to members.

We made the pilot program take flight by producing a personalized outreach experience to engage expectant moms at risk of developing preeclampsia. Shortly after, we reimagined the experience as part of a follow-up program focused on expectant moms who are Black.

campaign development
content strategy
research + insights
design language system
customer experience strategy

Reaching out at the right time and in the right way

A child kisses the stomach of an expectant parent.

Reaching out at the right time and in the right way

Less about the member care kit

For many expectant moms, knowing their risk for preeclampsia and knowing what to do about it doesn’t make their pregnancy to-do lists. We set out to change this by creating an engaging experience for members most at risk for developing preeclampsia.

The pilot care kit was beautifully designed in a custom gift box and curated with easy-to-understand educational materials and a bottle of low-dose aspirin, an intervention that can substantially reduce the risk for developing preeclampsia. Members were led on a journey to learn about preeclampsia, the benefits of taking low-dose aspirin and the importance of talking with their providers. We also designed a B2B sales sheet for Aetna to reference during renewal meetings.

50% of women today are more likely to die in childbirth than their mothers — Black women are at an even higher risk

Front and back of an informational leaflet about helping moms and babies stay healthy.

Driving behavior change with brand communications

Less about the results

The pilot program launched to great success, with 50% of members choosing to take low-dose aspirin during their pregnancy. In addition, 62% talked with their doctors about the interventions offered and 63% read most of the preeclampsia prevention materials provided.

Shortly after the pilot program launched, Aetna wanted to develop a new care kit that would target Black women, who are disproportionately affected by preeclampsia as a result of racial and ethnic disparities.

Delivering an experience rooted in empowerment

Less about our anthropological approach

Through extensive research and focus groups with empathy-mapping exercises, we uncovered insights about the many factors that contribute to health inequities among Black women. This frame of reference was critical to developing a thoughtful approach for the language and design of the new care kit.

Instead of a traditional brochure that communicates one way, we developed a branded workbook where members could engage with content, including checklists, health trackers and space to write questions as they prepare for pre- and postnatal appointments.

Our research revealed that many Black women feel invisible within the health care system. So we developed tips on how members could better advocate for their health — including a Cosmo-style quiz, “Are you in a healthy relationship with your doctor?”

All of this positioned Aetna as a leader in care, offering the right blend of expert knowledge and personalized support.

The Aetna "Your health matters" motto on a booklet and pen.

"Take the quiz" heading within the booklet for expecting parents.

Communication that drives change: arming Black women with tips and tools to advocate for their health

A new parent holds their infant with text reading "Your voice is your superpower".

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Leading the way toward healthier pregnancies

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