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

Smiling baby with two small pigtails lying on a textured beige surface with a white heart outline beside the baby's head, partially covering a card with partially visible text titled 'Ohh baby!'.

Be seen.
Be heard.

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.

Driving behavior change
with brand communications

see the impact

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.

Illustration of a pregnant woman sitting on a white couch while a man measures her blood pressure with a cuff, in a room with three picture frames on the light-colored wall behind them.

Purple medicine bottle with a heart on its label beside text stating that 50% of members who received the care kit started taking low-dose aspirin during pregnancy.

A young child in a pink sleeveless top kisses the pregnant belly of a woman wearing a white skirt and strapless top, standing outdoors near water during sunset, both smiling warmly.

Reaching out at the right
time and in the right way

explore the approach

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.

Graphic with text stating that 50% of women today are more likely to die in childbirth than their mothers, with Black women at even higher risk, next to a photo of a pregnant person in a teal polka dot dress with hands cradling the belly.

Driving behavior change
with brand communications

see the impact

Delivering an experience
rooted in empowerment

what made it work

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.