HARTFORD, CT: Health insurer Aetna introduced an education portal, called Be Smart About Your Health, aimed at helping consumers make decisions around health benefits as they prepare for open enrollment from November 15 to December 31.
Jill Griffiths, VP of corporate communications for Aetna, said “with open enrollment and now healthcare reform, we saw an opportunity to create a single resource that has information around health, benefits and finances all in a ready-to-use, easy-to-understand site.”
Griffiths said they also want physicians and employers to promote the website, so “we've been trying to canvas as many media outlets as we can to get the word out.” A satellite media tour on October 13 resulted in 31 media interviews. Aetna also partnered Tracey Baker, co-author of Navigating Your Health Benefits for Dummies, as spokeswoman.
Brand Resources Group is providing PR support.
Aetna also partnered with Twitter Moms for a pilot promotion, starting in late October and running for a month. Twitter Moms founder Megan Calhoun will engage the social media community in a two-way dialogue about how moms approach open enrollment season, Griffiths told PRWeek.
“Aetna is starting in the social media sphere, and this is a real opportunity for us with very relevant content to figure out how they use it,” she said.