Aetna Medicaid – Retention video campaign

The ask: Concept and deliver retention videos covering various Medicaid specific topics to help retain members. These videos are meant to educate members on their Aetna health plan and the obstacles they have in using their benefits that often cause churn early in their membership.

Concept: We can do anything we put our minds to. But no one is expected to understand it all. While we want to make sure those around us are taken care of, sometimes we need a little help. Because it’s not always easy to sift through the paperwork, read the fine print, or even raise our hands for help. And when it comes to your Medicaid plan, there are a lot of things worth discussing. But you’re not in it alone. There’s an answer for everything.

Solution: In a pay-it-forward type of conversation, we’ll have “members” (i.e., actors) answer the most commonly asked questions/challenges by our other members. The result: our Medicaid members learn that it wasn’t so difficult, once it was explained to them. We created 5 videos and each video is meant to target a specific persona.