“What’s Your Healthy?”: Aetna Starts the Conversation with New Ad Campaign;
Helps People Achieve Their Health Goals with New CarePass® Platform
HARTFORD, Conn. -- June 18, 2013
Every person has their own unique definition of being healthy – from joining
the kids on a bike ride to training for a 5k. Aetna (NYSE: AET) is trying to
find out the different answers to the question “What’s Your Healthy?” through
a national, integrated marketing and advertising campaign and interactive
website, www.WhatsYourHealthy.com, where consumers can share their personal
Because everybody takes their own personal journey to becoming healthy, Aetna
is also launching the new CarePass^® consumer website and mobile solution,
www.carepass.com. The CarePass platform offers simple and convenient access to
some of the best health and wellness mobile apps in the marketplace. CarePass:
*Helps people set personalized health and wellness goals
*Guides them to apps to help reach those goals
*Lets consumers sync apps to easily and securely share information
*Inspires them to stay on track by showing progress toward their goals and
connecting them to others on similar health journeys
“Asking ‘What’s Your Healthy?’ is an opportunity to engage all consumers in a
conversation around achieving their best health. Beyond simply creating a
dialogue, we’rehelping people take action through CarePass, which empowers
users to create, track and achieve their health and wellness goals,” said Mark
T. Bertolini, Aetna chairman, CEO and president. “Wellness is different for
different people. I practice yoga and meditation every morning because it
helps me be present during the rest of the day. I’m a passionate advocate for
wellness programsin the workplace, and Aetna wants to learn more about what
helps others achieve their personal definition of healthy.”
“What’s Your Healthy?”
Visitors to the “What’s Your Healthy?” website can create a digital “healthy
tile” by answering a few brief questions about how and why they stay healthy.
These healthy tiles will be displayed on the website and can also be shared
easily through social media sites. People can also engage in the conversation
via Twitter by following @Aetna and using the hashtag #AetnaMyHealthy. Aetna
employees were given a sneak preview of the website in early June and have
already created more than 3,200 healthy tiles that are currently highlighted
on the site.
The “What’s Your Healthy?” campaign will feature national print and digital
ads through a wide range of health- and lifestyle-focused publications and
websites. Aetna will also be running television and radio ads in Atlanta,
Dallas, Houston, Philadelphia, Phoenix, San Antonio, Tampa and Washington,
D.C. All of the campaign materials are available for media upon request.
Aetna is also conducting several national consumer surveys with Meredith
Corporation and Harris Interactive as part of this campaign, with the results
to be shared throughout the summer. The surveys will identify how consumers
define being healthy, what they do to stay healthy, and how they finance their
healthy habits. Results from the surveys will be featured on Meredith websites
and publications such as Family Circle, Ladies’ Home Journal and Fitness.
CarePass – Helping People Set and Reach Their Health Goals
The “What’s Your Healthy?” website includes information on a number of Aetna
resources that can empower people to live healthier lives, including CarePass.
Anyone visiting the CarePass website – and not just Aetna members – can easily
create an account and begin using all of the health and wellness apps
available through the CarePass platform.
“We want to make it easier for everyone to engage in their health and
hopefully shift from thinking about health care to taking care of their
health,” said Martha L. Wofford, vice president and head of CarePass from
Aetna. “CarePass helps consumers connect different pieces of health data to
create a fuller, more personalized picture of their health.”
CarePass enables consumers to securely pull data from apps in order to track
and display progress toward their goals. As a consumer connects apps and
provides more information, CarePass provide a more complete profile of their
“It can be really hard to get started on a path to a healthier life. CarePass
makes it easier, helping you set health and wellness goals that are meaningful
to you, and then guiding you to the apps that will help you achieve those
goals,” Wofford said. “We’re excited to introduce consumers and Aetna members
to the great ecosystem of apps that we have spent the last year connecting to
our platform, and that in aggregate have been downloaded by over 100 million
CarePass features a growing catalog of more than 20 market-leading consumer
apps, including iTriage. The newest apps partners are BodyMedia^®, Fitbug, UP
by Jawbone^TM, LoseIt!, and Withings.
Aetna is one of the nation's leading diversified health care benefits
companies, serving an estimated 44 million people with information and
resources to help them make better informed decisions about their health care.
Aetna offers a broad range of traditional, voluntary and consumer-directed
health insurance products and related services, including medical, pharmacy,
dental, behavioral health, group life and disability plans, and medical
management capabilities, Medicaid health care management services, workers'
compensation administrative services and health information technology
services. Aetna’s customers include employer groups, individuals, college
students, part-time and hourly workers, health plans, health care providers,
governmental units, government-sponsored plans, labor groups and expatriates.
For more information, see www.aetna.com.
Ethan Slavin, 860-273-6095
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