Aetna goes mobile to personalize healthcare

This event report from CE (Consumer Electronics) Week covers an address by Martha Wofford of Aetna, the American insurance provider, about how consumers are increasingly using mobile health tools on smartphones and tablets, and the opportunities this mobile healthcare trend provides to marketers.

Aetna goes mobile to personalize healthcare

Stephen WhitesideWarc

"This probably doesn't come as a shock to anybody, but today the healthcare sector remains very inconvenient from a consumer perspective," Martha Wofford, vp/head of CarePass, at Aetna, told delegates at the Digital Health Summit, held in New York in mid-2013 as part of CE Week. "We've seen a lot of changes that have happened – whether that be mobile banking, or retail shopping, or what you can now do with your phone or online. We still have a real lag in healthcare."

Consumers, it appears, are essentially setting the pace....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands