Aetna

Medicare Onboarding 2024

With the goal of encouraging new Aetna Medicare members to engage with their plan benefits and stay with their plan through open enrollment, we created a highly personalized campaign aimed at getting members involved with their plans before the start date, as well as at the immediate start of their plans.

I developed creatives with copy that would resonate with people of various needs, from general enrollment to low income members, and designs that would get members excited about their plans.

My team of 2 designers and I worked on emails and direct mailers across 4 cohorts, creating a 12-page Welcome Kit resource—which included a personalized summary of benefits page with 600+ versions—as well as a 2-hit Onboarding Series further explaining the member’s benefits. All creatives were made in English and Spanish.

Role: Creative Lead, Creative Direction, Copywriting, Creative Strategy, Art Direction, Ideation, Editing