Case Study: Aetna achieves brand alignment and marketing efficiency with Brandworkz

Aetna - Customer Case Study

Aetna, a US managed health care company with 50,000 employees and more than 22 million members, needed to refresh its image after regulatory changes to better compete for new business. The new brand promise — helping people make the choices they need for a healthy life — had to be adopted consistently across thousands of employees, disparate offices and strict compliance requirements, so a centralized brand management system was essential.

Aetna launched the Brand Center, a Brandworkz-powered hub that centralizes assets, guidelines and campaigns, educates users and links to a compliance workflow so marketing content is approved before publication. The site now supports 40,000 active users, recorded 109,000 downloads in the first six months and delivers hundreds of thousands of annual page views, resulting in much greater sharing of best-practice marketing, lower content costs, faster creative output and stronger alignment behind the brand.

Aetna