Aetna is a major health insurance provider. At the disruptive intersection of government, healthcare, digital business, and technology is the health insurance industry. David Edelman, CMO of Aetna, is helping design personalized experiences for customers based on their lifetime health journeys. He explains innovation in a stodgy industry facing a volatile market, and describe how technology and marketing, together, will transform healthcare.
As Chief Marketing Officer (CMO) for Aetna, David Edelman leads the research, design, strategy, and implementation of enterprise-wide marketing initiatives. His focus is on designing personalized experiences for customers and partners based on their lifetime health journey. Michael Krigsman is an industry analyst and the host of CXOTALK.
For more information and a complete transcript, see https://www.cxotalk.com/episode/aetna-cmo-digital-transformation-healthcare-david-edelman
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From the transcript:
(01:31) Aetna is actually a company that’s over a hundred and fifty years old. It has gone through many different phases and interests in various parts of the insurance industry, starting out in property and casualty, in life, and then eventually in health which is now where we are focused. So, we are squarely in the healthcare space, as a payer. We are doing a lot, as I’ll be talking about, I’m sure, through this talk, to expand the perception of what that role really is.
(03:34) And so, from a marketing perspective, one of my critical tasks is to help our members take advantage of what we have to offer and get them engaged. And then, related to that, and also related to the brand, is the third part, which is, we have within my team, overall coordination responsibility for the member experience.
(05:10) So, as anybody who touches healthcare knows, and I think everybody touches healthcare in some way, shape, or form; the costs are going up on a continuous basis. There are questions about access – there are all kinds of challenges in the basic momentum of the healthcare system. And from the perspective of a company that’s traditionally been a payer, a company who just creates products for people to buy and then manages the transactions, mostly the payment of transactions involved in people’s getting healthcare, that’s a very limited role. That’s not one where there’s much opportunity to shape where healthcare can go. But, yet, as in the role that we play, we have a tremendous opportunity from all the data that we collect and all the parties we connect. So, we have an opportunity to help people better understand who are the doctors who are high-quality, and who are in-network?
(06:18) We can help stitch together people’s journeys when they have a hip replacement, all the way through getting help in terms of all of their therapy coming out of the hospital, going to first a place to actually get the therapy, bringing it home, even managing their transportation, helping them get meals, reminding them about taking their meds; all of that are a series of interactions that in today’s healthcare system, are the discrete. They’re all separate transactions. They’re all things that people are on their own.
(09:39) There is a lot of complexity from many different angles, many of which have to do with the way the healthcare system has been cobbled together over the years; different regulations and different ways employers manage what they pay … But the bottom lines is it still comes down to helping people realize their health ambitions, coming back to the member and what is the best care for the member; and making sure our members can get the best care at an appropriate price, because increasingly, given the way cost sharing is working where employers are passing on more of the cost to their employees, everyone’s aligned if we can help people find the right care at a reasonable cost.
(10:29) So we start from the premise that it's not about helping people just when they're signing, it's about helping people manage to be healthy and to stay healthy; and that our members' health is utmost. And then empowering our members to be able to stay healthy and to do so in a way that's cost-effective for them. That’s where everything starts.
It all comes back to what are you doing to support your members’ healthcare and wellness?
(15:19) Absolutely! If you look at most people’s healthcare, it’s right now, actually paid for as a part of their employer plans. And from an employer’s perspective, one of the key things is to keep people healthy and productive. ell.