Leading the way toward healthier pregnancies
Personalizing outreach experiences to engage expectant moms at risk of developing preeclampsia
campaign development
content strategy
research + insights
design language system
customer experience strategy
Personalizing outreach experiences to engage expectant moms at risk of developing preeclampsia
campaign development
content strategy
research + insights
design language system
customer experience strategy
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 created a targeted outreach campaign 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.
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.
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 content 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 healthcare 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.
new england 401-453-4748
miami 305-569-7718
new york 212-658-1639
chicago
córdoba, argentina
ciudad de méxico, méxico
bogotá, colombia
new england 401-453-4748
miami 305-569-7718
new york 212-658-1639
chicago
córdoba, argentina
ciudad de méxico, méxico
bogotá, colombia
