Case Study: Banner|Aetna boosts B2B visibility and earned media with Activate Health

Banner|Aetna earns $4M in publicity value with Activate Health

The customer, Banner|Aetna, a health plan joint venture, faced the challenge of cutting through the noise in a saturated health care market to engage its B2B audiences of plan sponsors and brokers. Activate Health provided strategic health care public relations support to address this.

Activate Health executed a comprehensive B2B PR strategy that included securing executive visibility, developing customer testimonials, and amplifying content. The results were significant, generating 114 earned media assets with a $4 million publicity value. A single testimonial campaign drove over $64K in value, and executive visibility for the CEO and CMO increased by over 7,500%, resulting in a combined $1M in publicity value. The vendor also secured over 30 industry awards for the health plan.

Banner|Aetna