Aetna launches new radio, TV effort


AetnaAetna Insurance is trying to find out the different answers to the question “What’s Your Healthy?” through a national, integrated campaign and interactive website,, where consumers can share their personal “healthy.”

The 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.

Aetna’s Ethan Slavin tells RBR-TVBR more about the media buy: “We are running the TV and radio ads from now through November. Since Aetna’s corporate headquarters are in Hartford, CT, we are also running TV and radio ads there over the next 3 weeks. We also have digital billboards here in Hartford that will run through August.”

TV shows on the buy include 60 Minutes, The Voice, Dateline, How I Met Your Mother, New Girl, Stanley Cup Finals, Big Bang Theory, Modern Family, NBA Finals, American Baking Competition, 20/20, America’s Got Talent, Baseball on Fox, Master Chef, Macy’s 4th of July Parade, and Jimmy Kimmel Live.

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.

Aetna is also launching the new CarePass consumer website and mobile solution, The CarePass platform offers simple and convenient access to some of the best health and wellness mobile apps in the marketplace.

“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’re helping people take action through CarePass, which empowers users to create, track and achieve their health and wellness goals,” said Mark Bertolini, Aetna CEO. “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 programs in the workplace, and Aetna wants to learn more about what helps others achieve their personal definition of healthy.”