Aetna

Emails, Landing Pages & Direct Mails

On this project page, you’ll find a showcase of my work in campaign design and user-focused creative strategy for Aetna. I collaborate closely with project leads and creative directors to analyze user behavior, develop multiple design layouts, and refine visuals based on feedback. My process includes curating compelling imagery, structuring content for clarity, and prioritizing accessibility to create impactful, user-friendly designs.

THE COPD CAMPAIGN

The COPD Campaign empowers members with a recent COPD diagnosis to take control of their health through ongoing educational outreach over six months, providing essential resources for better condition management.

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MATERNITY ENROLLMENT

The Maternity Enrollment Campaign aims to increase awareness of the Aetna Maternity Program (AMP), Aetna Enhanced Maternity Program (EMP), and Maven, encouraging eligible Aetna members to enroll for enhanced maternity support.

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READMISSIONS ER AVOIDANCE

Post-Discharge Recovery Awareness Campaign | October 2024

The campaign aims to educate members who have recently completed an observation stay on essential recovery and health management strategies to prevent unnecessary ER visits or inpatient readmissions. Through clear and actionable communication, the campaign encourages members to take proactive steps, including scheduling and attending follow-up appointments, filling prescriptions and taking them as directed, and recognizing common warning signs to seek timely care.

Email Design: Develop a visually engaging and informative email that provides clear guidance on post-discharge care. The design will feature structured layouts, easy-to-read content, and strong calls to action (CTAs) encouraging members to schedule follow-up appointments, take medications as prescribed, and monitor for warning signs.
Direct Mail: Create a direct mail piece that reinforces key recovery tips in a visually compelling format. These materials will be designed for easy readability and engagement, using impactful imagery and strategic formatting to guide members toward essential next steps in their care journey.

HEALTH ADVISOR ER

Educating Members on Alternative Care Options | August 2024

The primary goal of the campaign is to inform high-risk members about the benefits of urgent care for non-emergent cases and drive them to utilize these services instead of emergency rooms. The campaign also aims to measure the effectiveness of two outreach strategies: Plan A (provider recommendations) and Plan B (generic provider search).

One of the key challenges was incorporating the table comparing urgent care and ER services into the direct mail format while keeping it clear and readable. To address this, we optimized the table layout for print, ensuring it remained visually distinct and easy to scan. Additionally, maintaining legibility was crucial, so font sizes and spacing were carefully adjusted to enhance readability for all recipients. These solutions ensured that the campaign effectively conveyed its message across both digital and print formats.

OTHER CAMPAIGNS

June 2024 – January 2025