Leading the way toward healthier pregnancies

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 customer experience for members most at risk.

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 of 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 marketing sales sheet for Aetna to reference during renewal meetings.

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.