Hasta La Creative!

In an Gallup poll published in August, the healthcare industry ranked just above the pharmaceutical industry and the federal government as Americans’ three least favorite business sectors. These negative feelings run deep and create a formidable challenge for healthcare marketers, especially since messaging alone is unlikely to change perceptions. So, how does a chief marketing officer approach, let alone solve, a gargantuan problem like this?

To find out, I spoke with Dave Edelman, who took the CMO reigns at Aetna in 2016 and a year later launched the campaign, “You don’t join us, we join you.” Preceded by six months of internal sell-in and significant training, this was Aetna’s first unified effort across all of its divisions. Outlining the positioning behind the idea along with the critical steps it took to get there, Edelman reports the campaign has had a measurable impact on both employee morale and customer satisfaction.

What gave you the courage to take on the challenge of a major rebranding?

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