dmsc_2012-creative samples

Digital Media Strategy and Communications

2012 Creative Highlights

2012 Highlights

Open Enrollment

Member and Plan Sponsor Material samples

Quality health plans & benefitsHealthier livingFinancial well-beingIntelligent solutions

Protect your income from long-term illnessLong-Term Disability Plan

26.03.340.1 E (8/12)

Keep the money flowing when you can’t work

A steady paycheck is one of your most valued assets. What happens if you get sick or hurt and can’t work for months? How would you pay your bills and still get to keep your life savings?

Save your retirement fund for your golden years. Don’t spend your child’s college fund. Enroll in a long-term disability insurance plan. It pays a portion of your income while you’re out of work.

Coverage for most disabilities

We will work with your doctor to certify that your illness or injury will keep you away from your job. Long-term disability kicks in after a waiting period.* If you have a short-term disability insurance plan, use it during the waiting period.

Get a monthly check and so much more:

• Back-to-work services

• Opportunity to work part-time

• Access to counselors and online work/life services

*The waiting period varies by plan. Check your plan documents to see what applies to your policy or benefits plan.


Helping you get the right medicine, with a dose of savings Aetna Pharmacy Planwww.aetna.com

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Three Tier, Open Formulary


An affordable dental benefits plan that’s easy to useAetna Advantage™ Dental Planwww.aetna.com

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Doctors who meet high standards for clinical quality and efficiencySpecialists in the Aexcel® network

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Look for doctors with the blue star

When you’re searching in the DocFind® directory for specialists, look for doctors with the blue star. These high-performing specialists are designated as part of the Aexcel network. And they have been shown to provide care with better outcomes.

You can rest assured that these doctors and doctor groups:

•Show lower complication rates for their patients during hospital stays

•Get recognition in the areas of health care quality and safety, from medical societies and industry groups

•Retain their medical board certification by taking part in performance improvement activities made available through medical and specialty boards

•Use technology to make their delivery of health care services more efficient

No referrals, lower costs

Plus, with these doctors, you can usually avoid referrals. Check your ID card to make sure. You may also be able to lower the costs you pay out of pocket.


A pharmacy benefits manager with solutions to keep costs downAetna Pharmacy Management

For self-insured employers (integrated)

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Special attention for a healthy pregnancy and babyBeginning Right® Maternity Programwww.aetna.com

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A network of dentists helps you save moneyAetna Dental® Exclusive Provider Planwww.aetna.com

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Freedom to choose any dentistAetna Dental® PPO plan

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The options Pick your dentist How it works

In network It’s simple. It’s affordable.

Visit a dentist from the Aetna Dental PPO network.

• Just show your Aetna ID card when you go. Network dentists file claims for you.

• Since network dentists offer special rates for covered services, your share of the cost is lower.

Out of network It’s flexible.

Go to any dentist outside the network.

• Dentists who aren’t in the network may have higher rates than in-network dentists.

• You may have to file your own claim forms.

In network or out — it’s always your choice


Easy-to-use coverage and personal careAetna HMO Planwww.aetna.com

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Health plans, funds and network solutions

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www.aetna.com

Medical Product Portfolio


An easy way to pay from your health savings accountAetna AutoDebitSM HSA www.aetna.com

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Freedom to choose your doctors, no referrals Health Network Option Plan Aetna Choice® POS Planwww.aetna.com

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Freedom to choose any dentistAetna Dental® PPO Max Plan

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The options Pick your dentist How it works

In network It’s simple. It’s affordable.

Visit a dentist from the Aetna Dental PPO network.

• Just show your Aetna ID card when you go. Network dentists file claims for you.

• Since network dentists offer special rates for covered services, your share of the cost is lower.

Out of network It’s flexible.

Go to any dentist outside the network.

• Dentists who aren’t in the network may have higher rates than in-network dentists.

• You may have to file your own claim forms.

• There is a maximum the plan will pay for specific services. This amount is based on the contracted fee for participating dentists in the area

In network or out — it’s always your choice


A 24-hour health line for employee health questionsInformed Health® Line

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A health line that can save everyone money

The Informed Health Line can be the first place your employees and their covered family members turn to for helpful health information. Instead of an unneeded visit to the emergency room.

They’ll get the confidence of knowing they can get information from a registered nurse, anytime, any day of year.

Plus —

• It’s toll-free

• It’s no extra cost to you or your employees

• It’s built right into any Aetna medical plan you choose

While only your doctor can diagnose, prescribe or give medical advice, the Informed Health Line nurses can provide information on more than 5,000 health topics. Your employees should contact their doctor first with any questions or concerns regarding their health care needs.

If you have an Aetna plan, you already have Informed Health Line.


You pick your doctor, no referrals needed Open Choice® Planwww.aetna.com

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2012 Highlights

Sponsorship Ads

Completed

146 Sponsorship ads in 2012 that is a 28% increase over 2011.

Your commitment to caring makes us all stronger. You make it happen! Aetna proudly thanks our dedicated employees in Albany, the Capital Region, and Upstate NY for making us a Top Workplace for 2012!

©2012 Aetna Inc.2012025


Promoting wellness, health and access to high-quality health care for everyone.Aetna is proud to support the Kennedy Child Study Center’s 18th Annual Spring Benefit at the New York Athletic Club.

©2012 Aetna Inc.2012032

Celebrating the differences that make us stronger. Aetna is proud to sponsor South Park Inn’s 2012 Fashion Show.

©2012 Aetna Inc.2012029


©2012 Aetna Inc.2012033

Coverage that works hard. Like you.Aetna is honored to support union workers in St. Louis through our contribution to the Fight Fund. We want to be there for you when and where you need us. We want to make it easier for you to live healthier.


Your commitment to caring makes us all stronger.

Aetna is proud to support St Jude Children’s Research Hospital during their 10th

Annual FedEx/St. Jude Angels & Stars Gala. We praise your magnificent efforts to save children’s lives in our communities.

©2012 Aetna Inc.2012025

Live healthier. Live happier.Aetna is proud to support …

©2012 Aetna Inc.2012024


2012 Highlights

Advertising, Brand and Consumer Marketing

Medicaid Photo Search Consumer Marketing


Keeps you connected, anytime, anywhere, if offered by your employerPayFlex Mobile™

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Real-time access to your Aetna fund accounts with PayFlex wherever you go

The PayFlex Mobile app is available for AndroidTM, for iPhone® mobile digital devices and BlackBerry® smartphones.

As the account holder, you will have virtually 24/7 access to your account information.

•Account balances

•Claims processed

•Transaction details

Benefit plan information when you need it

The PayFlex Mobile application gives you access to your health plan information, such as your insurance company name, plan type, group and member number and primary care physician contact information.

Messaging and alerts

Receive important account updates to let you know the status of your account and when action may be required.

Now! Get health insurance with Exclusive features and savingsFor COSTCO members only•Get Quality: Full access to Aetna’s nationwide network of doctors and hospitals•Get Value: Lower monthly premiums, lower copays at Costco retail pharmacies•Get Convenience: No-referral specialist visits, mail-order pharmacy, 24/7 nurse hotline•Get Extras: Secure online health records, Executive Members-only Health Advocate service

Plus much, much more! A membership privilege for you!

Visit: www.costco.com Search: PersonalHealthBS1Call 1-888-370-6932

Get a quote in just 10 minutes

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Sub brandsDirect to Consumer, Strategic Partnerships

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Now! Get health insurance with Exclusive features and savingsFor COSTCO members only•Get Quality: Full access to Aetna’s nationwide network of doctors and hospitals•Get Value: Lower monthly premiums, lower copays at Costco retail pharmacies•Get Convenience: No-referral specialist visits, mail-order pharmacy, 24/7 nurse hotline•Get Extras: Secure online health records, Executive Members-only Health Advocate service

Plus much, much more! A membership privilege for you!

Visit: www.costco.com Search: PersonalHealthBS1Call 1-888-370-6932

Get a quote in just 10 minutes

Medicare Broker Event Ecard

Sponsorship Ads

Live healthier. Live happier.Aetna is proud to support the 2012 American Cancer Society Gala.

©2012 Aetna Inc.2012024


Life’s good. We want to help you keep it that way.Aetna is proud to support BCC Rally™ that benefits Susan G. Komen for the Cure®.

©2012 Aetna Inc.2012026


Your commitment to caring makes us all stronger. Aetna is proud to support Lifespire Foundation in their commitment to providing quality services to the community.

©2012 Aetna Inc.2012025


2012 Highlights

National, Government and Specialty Product Marketing

National Accounts

Mercer Health Advantage Plan Sponsor Flyer


Work with a partner that shares your values.Helping Harris County Texas Bend the Trendwww.aetna.com

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A Success Story

Product Marketing

Dependent Verification Eligibility Presentation


Intensive care management for more effective engagement and better resultsMercer Health Advantage

* Aetna Informatics ITC algorithm validation (PPV), 2011

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Our innovative systems, integrated products and outstanding ability to engage members allows us drives better outcomes based on two simple concepts:

•Hi-touch/hi-tech personalized care delivered through the innovative Aetna In-Touch Care SM program

•Service excellence with our concierge-style, single point of contact service model

We are excited to put this approach into action as part of the Mercer Health Advantage program. You’ll get a leading-edge care management program that improves engagement, quality of care and service.

Stronger focus on driving better health

Our intensive care management approach focuses on identification of members with existing and potential health risks.

It’s all part of our Find, Engage, Help strategy:

•Our integrated programs provide us with a breadth of data that allows us to Find members with the biggest health risks and determine the appropriate level of support. Our integrated predictive model, for example, has an 88 percent accuracy at identifying hospitalization risk.*

•Our holistic approach to coordinating programs — such as incentives, Simple Steps To A Healthier Life® and acute and chronic care management — allows for better personalization and helps Engage members in a pursuit for better health.

•Your dedicated Mercer health concierges Help drive members to quality care at controlled costs. And our primary nurses work one-on-one with members to proactively identify and address gaps in care.

Public and Labor

Harris County Case Study

2006: Trend was 15.1%

•Harris County hired a full-time Wellness Coordinator.

•Aetna assigned a nurse and a designated Data Analyst to identify chronic members and use data to drive solutions.

2007: Trend was 13.4%

•County established a network of Wellness Champions across the employee population.

•Implemented Aetna Rx Check® program* and mandatory Specialty Rx along with Diabetes America, a medical home for diabetic care; the plan waived the copay and covered supplies at 100%.

2008: Trend was -0.4%

•Covered bariatric surgery at in-network providers only. Estimated savings — approximately $4.1M in Year 1.

•Revised the out-of-network (OON) coinsurance limit and educated members on the cost of OON providers.

•Started an annual fitness challenge with Live Healthy America with 2,500 participating members.

•Implemented new programs:

- Aetna’s Personal Health Record

- Aetna’s Radiology Benefit Management*** steerage program (yielded a -21.8% radiology trend)

- Aetna Compassionate Care program†

2009: Trend was 4.9%

•Renewed contract for 7 years.

•Revised Medical and Prescription plan design.

•Increased Wellness Budget and AetInfo hours to provide additional data analysis.

•Hired an on-site Aetna Clinical Consultant to assist with wellness initiatives and clinical outcomes.

•Added Flex Option 3 enhanced case management program.


•Continued with wellness initiatives and education to members.

•Increased annual Employee Assistance Program visits.

•12% reduction in large claimants from previous plan year.


•Launched an intranet Wellness website dedicated to health and wellness with hyperlinks to Aetna.

•Bariatric surgery covered only at Aetna’s special bariatric Institutes of Quality® network.

•Dialysis covered in-network only.

•Omitted high cost non-par facilities from elected benefits except in true emergency.

•Smoking Cessation program offered through Wellness Benefits and prescription drugs covered.

The challengePrior to joining Aetna, Harris County, TX, had been experiencing approximately 18% annual trend increases for the past 5 years. These trend levels were unsustainable.

In 2005, Aetna had an opportunity to partner with Harris County on innovative solutions to break the trend and improve health outcomes for the medical and pharmacy business.

Harris County was experiencing:

1. A disease prevalence rate which was 2.5 times Aetna’s book of business prevalence

2. High out-of-network utilization, particularly with kidney dialysis

3. Non-network bariatric large claimants

4. Low engagement of members in disease management, low use of online tools, and minimal health risk assessment completion

5. Emergency room utilization was increasing and was greater than Aetna’s Book of Business

However, Harris County did have a well-informed benefits staff and had an interest in developing a culture of wellness to help improve financial and productivity results. They wanted to bend the trend in all of these areas and subsequently to their financial trend.

**** Aetna’s Rx Check program is our suite of five drug utilization review programs, which analyzes pharmacy claims every day to help identify potential prescription errors, support quality care, and saves money (average conversion rate is 60%).

**** Aetna Specialty Pharmacy provides specialty medications and support to members living with a wide array of chronic conditions and illnesses. The medications we offer may be injected, infused or even taken by mouth. We also operate an in-house compounding pharmacy.

**** Aetna’s Radiology Benefits Management Program: a comprehensive approach to both quality and utilization management for high tech radiology services – MRI/MRA, CT/CCTA, PET, and Nuclear Cardiology. It requires preauthorization for elective outpatient stress echocardiography, diagnostic left heart catheterization, and diagnostic right heart catheterization and may require direction to a special network provider for such procedures. This practice affects both plan sponsor costs and potentially members’ out-of-pocket costs; in some cases the difference in cost between accessing care from a select facility versus a non-select facility may be as high as 40 percent.

† Aetna’s Compassionate Care Program provides case management to members with terminal illness. It also eliminates hospice day and dollar limits and allows members to enroll in hospice at 12 months rather than the industry standard of 6 months and has been shown to reduce acute care utilization and improve member and family member satisfaction.

As a result of these changes, Harris County’s medical trend has declined to the low single digits. Aetna will continue to partner with Harris County to create solutions to further reduce trend.

Given the challenges facing Harris County, the solutions required a longer term commitment to reduce rising costs:

2006 15.1%

2007 13.4%

2008 -0.4%

2009 4.9%

2010 7.3%

2011 3.5%

20

15

10

5

0

Harris County

Members: 32,000 Average age: 39.4 years Female: 51.6% Pre-65 retirees: Approximately 13% of covered members Required to cover pre- and post-65 retirees

Teachers Retirement System of Texas presentation

2012 Highlights

Homepage

Landing Page: Services Tertiary Page: Crowns

Secondary Page: Repair & Restore Landing Page: FAQs

Aetna Value Pass website

2012 Highlights

Premier Producer package

2012 Highlights

2012 Highlights

Aetna Brand Center & Times Square takeover advertising

Times Square Advertising - March 2012

2012 Highlights

Aetna One brand guidelines


Aetna OneSM EnhancedA whole new way to think about benefits.

Aetna One Premier is an integrated, all-in-one benefits program. Take advantage of the many resources and wellness tools available to you!

Learn how to be your healthiest.

Get personal attention from a team of clinical professionalsOur team of registered nurses, dietitians and other health coaches can give you personal support. Use their expertise to make changes that last.

It’s like having a personal coach — for your health!

The first steps are easy1. Log in to your secure member website at www.aetna.com.

2. Click on the “Simple Steps To A Healthier Life®” link and complete or update the health assessment.

3. On the assessment, answer “yes” that you would like to participate in Wellness Counseling.

Depending on your risk level, a health coach will call you to see how we can help.

Get help to improve your healthYour health coach can:

• Choose the behaviors you want to change

• Refer you to other programs thatmight help you

• Set realistic goals and plans to ensure success

• Work through challenges that might hold you back

• Review other Aetna health resources, from preventive health schedules to our 24-hour nurse helpline

• Set up a follow-up plan that’s just for you

You’ll also get a little something extra to help take care of yourself.

Aetna OneSM Core

Aetna OneSM Enhanced

Aetna OneSM Premier

2012 Highlights

Docfind redesign & 2011 Annual Giving Report

DocFind redesign Aetna Foundation

Annual Giving Report

A Positive Force for Change2011 Annual Giving Report

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Our mission is to promote wellness, health and access to high-quality health care for everyone, while supporting the communities we serve.www.AetnaFoundation.org

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Philanthropy: A Positive Force for ChangeWe believe in the power of strategic philanthropy to improve people’s health and increase their access to high-quality health care. Our 2011 charitable giving supported programs and research that aim to help low-income and underserved populations who are at risk of poor health outcomes, often with limited access to quality health care opportunities.

Our goal is to make a significant impact in our three program areas: Obesity, Racial and Ethnic Health Care Equity and Integrated Health Care.

Our grant making supports both national and local initiatives.

The 2011 group of AcademyHealth/Aetna Foundation Minority Scholars includes researchers affiliated with Johns Hopkins University, the Centers for Disease Control and Prevention, Harvard University, and Massachusetts General Hospital, among other prestigious institutions. The Minority Scholars program, now in its second year, provides professional development, mentoring and expense-paid attendance at the annual research conference for young health services and health disparities researchers from underrepresented minority groups.

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Thanks to the Aetna Foundation, the Four Directions Summer Research Program has been able to strengthen its impressive track record preparing American Indian and Alaska Native college students for careers in medicine and science and increasing the number of physician-leaders committed to improving health in these communities. At the end of the eight-week program, students make formal presentations on their research findings to faculty and clinicians from Harvard Medical School and Brigham and Women’s Hospital. The 2011 group of students hailed from large universities and small colleges, including Columbia University and Stanford University.

In 2011, Aetna and the Aetna Foundation awarded $19.24 million in grants and sponsorships to national and regional nonprofit organizations across the country and in the United Kingdom.

Additionally, Aetna employees, retirees, and directors made $5.5 million in charitable gifts and volunteered nearly 340,000 hours of their talent and skills.

2011 Giving: $ Millions

Integrated Health Care $2.49

Racial and Ethnic Health Care Equity $3.25

Obesity $4.70

Health and Wellness $0.86

Employee Program $3.50

Other $4.44

Total: $19.24 Million

A Positive Force for Change: 2011 Giving

Obesity: 24%

Integrated Health Care: 13%

Racial and Ethnic Health Care Equity: 17%

Other: 23%

Employee Program: 18%

Health and Wellness: 5%

A glance back at 2011

2012 Highlights

Corporate Brochure & Teledoc Brainshark

Corporate Communications

Corporate Brochure

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We are putting the power of health in people’s hands by providing them with the connections they need to access the right care at the right time.

Uncommon connections to good health

Aetna has built a sound foundation for the evolving health care industry. Starting with our expertise in health benefits solutions and health information technology, we have added new relationships, new technology solutions, and new capabilities to chart a path that we believe will lead to better health care systems in the United States and around the globe.

In the U.S., we fundamentally believe the American health care system needs reform. Much of the public and political

dialogue has been focused on access to care. However, achieving reform that fully addresses access, cost and quality

will be a journey that extends well beyond any one piece of legislation. We believe the most fundamental flaw to be

addressed is that our current system pays health care providers according to activity, rather than the quality or result

of care delivered. This payment model drives health care costs higher than necessary, without providing any

clear advantage in terms of quality. As such, quality and affordability are at the top of our list of reform goals.

We believe Accountable Care Organizations, where health care providers are incented to help people get and stay

healthy, are the future of the provider and health plan relationship. In 2011, we built our own Accountable Care

Solutions business to bring the full power of our investments in technology and our intellectual property to the task of

working with health care providers to form and maintain market-leading Accountable Care Organizations. With each

Accountable Care Organization, we move further down the path toward changing the way health care is delivered,

and improving quality and affordability of care.

The solutions we are developing to improve the quality and affordability of health care in the U.S. will be valuable in

the global marketplace. Nations around the world are looking for more efficient ways to provide care and to do so

with tighter budgets. As a global neighbor and industry leader, we are active in formulating public policies that will

influence economies and health care systems in ways that can benefit generations to come.

Making quality health care more affordable, accessible and easy to use for people around the globe is

a worthy and attainable cause. We believe the health information technologies we are developing

will help nations, physicians, and consumers use the health care system in smarter and simpler ways

that will improve choice and affordability. In return, our customers gain greater value for their

health care dollar and access to higher quality care.

I am confident that the opportunities ahead of us will create greater value

for our stakeholders, relevant solutions for our customers, and a chance for

our employees to help make the world a healthier place.

Through uncommon connections, we are making the health care system work better for consumers, patients and their care providers.

Our technology solutions and new care delivery and financing models are breaking new ground in quality, affordability and convenience. Aetna provides people with the connections they need to access the right care at the right time.

We believe our solutions and capabilities provide greater efficiency, speed and effectiveness of care for our members, and lower total effective costs for our customers.

Consumers Technologies Providers

We are making health care easier to understand and use to help consumers navigate and personalize the health care experience.

• We are helping millions of consumers connect fragmented health care information with our enhanced iTriage® App, named one of the “10 Apps That Could Save Your Life” by Parade magazine in 2011.

•Our Payment Estimator helps members cut through the financial complexity of health care and make decisions.

•A special texting program helps members with diabetes to more easily and successfully control their condition.

•More than 2 million members are using Aetna’s online Personal Health Record to track and improve their health.

•Aetna Rx Healthy Outcomes eliminates copays for targeted prescription drugs to help members take medications proven to help avoid second heart attacks.

We use innovative technologies that engage consumers and support health care professionals. Our new capabilities make it easier for consumers and their physicians to engage and interact, helping us put meaningful health care information into action faster than ever.

•Our CarePass® digital platform delivers an integrated health care solution that securely provides information when and where consumers want it.

•New Blue Button® technology enhances the value of our Personal Health Record by allowing consumers to download their health information into a simple text file that can be shared with physicians, caregivers or family members.

•Medicity®, our leading health information exchange business, enables health data to be securely accessed and shared.

• iNexx®, a free, downloadable data exchange and application platform, makes it possible for a physician to set up their own secure collaboration network with other providers, and download and install the apps they need to fill functionality gaps.

Aetna is helping to lead the health care system toward a new collaborative approach. We are making it easier for providers to interact with us and improve the quality of their patients’ health care experience. Empowered in new ways, physicians can then make more informed decisions that result in better outcomes.

•We launched a national Patient-Centered Medical Home program that rewards primary care physicians for improved patient care coordination.

•With our patented CareEngine® system, we provide clinical decision support that finds gaps in care and alerts attending physicians, resulting in better quality care. And our Active Care TeamSM makes it easy for physicians to track, coordinate and monitor the care of their patients across different care settings.

•Supported by NaviNet Mobile Connect, we launched new mobile health care tools for doctors in 2011 that quickly alert them to opportunities to improve care and e-prescribe.

Our Values

Everything we do at Aetna starts with our values — a clear, strongly held set of core beliefs that reflect who we are and what you can expect from us. We created our core values together, as one company with more than 30,000 individual voices, and with guidance from our customers. Our values carry through our thoughts and actions every day, inspire innovation in our products and services, and drive our commitment to excellence in all we do.

www.aetna.com

A letter from Mark Bertolini, Aetna’s Chairman, CEO and President

Mark Bertolini

Miscellaneous

Aetna Teledoc Brainshark Presentation

2012 Highlights

CIAB material & voluntary website

Small Group

Council for Insurance Agents and Brokers — Event Materials

Voluntary

Website redesign

2012 Highlights

More samples of 2012 work

Aetna twitter pages

Forbes cover wraps for voluntary

Banner ad for disability

2012 Highlights

Samples of 2012 work

Aetna Insider newsletterStudent health trade show booth and pull up banner

Aetna.com home page “hero area”

2012 Highlights

Transparency tools vision

2012 Highlights

Member experience future vision video

Thank You

dmsc_2012-creative samples

Documents