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“What’s Your Healthy?”: Aetna Starts The Conversation With New Ad Campaign; Helps People Achieve Their Health Goals With New CarePass® Platform

Stocks in this article: AET

Every person has their own unique definition of being healthy – from joining the kids on a bike ride to training for a 5k. Aetna (NYSE: AET) is trying to find out the different answers to the question “What’s Your Healthy?” through a national, integrated marketing and advertising campaign and interactive website, www.WhatsYourHealthy.com, where consumers can share their personal “healthy.”

Because everybody takes their own personal journey to becoming healthy, Aetna is also launching the new CarePass ® consumer website and mobile solution, www.carepass.com. The CarePass platform offers simple and convenient access to some of the best health and wellness mobile apps in the marketplace. CarePass:

  • Helps people set personalized health and wellness goals
  • Guides them to apps to help reach those goals
  • Lets consumers sync apps to easily and securely share information
  • Inspires them to stay on track by showing progress toward their goals and connecting them to others on similar health journeys

“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 T. Bertolini, Aetna chairman, CEO and president. “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.”

“What’s Your Healthy?”

Visitors to the “ What’s Your Healthy?” website can create a digital “healthy tile” by answering a few brief questions about how and why they stay healthy. These healthy tiles will be displayed on the website and can also be shared easily through social media sites. People can also engage in the conversation via Twitter by following @Aetna and using the hashtag #AetnaMyHealthy. Aetna employees were given a sneak preview of the website in early June and have already created more than 3,200 healthy tiles that are currently highlighted on the site.

The “What’s Your Healthy?” 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. All of the campaign materials are available for media upon request.

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.

CarePass – Helping People Set and Reach Their Health Goals

The “What’s Your Healthy?” website includes information on a number of Aetna resources that can empower people to live healthier lives, including CarePass. Anyone visiting the CarePass website – and not just Aetna members – can easily create an account and begin using all of the health and wellness apps available through the CarePass platform.

“We want to make it easier for everyone to engage in their health and hopefully shift from thinking about health care to taking care of their health,” said Martha L. Wofford, vice president and head of CarePass from Aetna. “CarePass helps consumers connect different pieces of health data to create a fuller, more personalized picture of their health.”

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