PRSA Health Academy presentation: Successfully aligning macro health care trends through PR
Insurers and care providers have historically had an adversarial relationship due to conflicts over the costs of health care. However, health care reform presented a unique opportunity for the two sides to work together toward a common goal: value-based care.
Aetna was well-positioned for this industry shift, but the company faced a challenge: a history of being on the opposite side of the table from a constituent it was now targeting for a new business model. A strong public relations program would be essential to overcoming this challenge.
Aetna employed a variety of traditional and innovative PR tactics to demonstrate its commitment to working with providers to implement new value-based, accountable care models.
Sherry Sanderford, communications director of Aetna, and Brad Dodge, president and CEO of Dodge Communications, will discuss Aetna’s strategies during “Successfully aligning macro health care trends through PR” at the 2014 PRSA Health Academy Conference on Friday, May 9, 2014 at 1:45 p.m.
This presentation will discuss the constantly-evolving health care landscape and how Aetna used public relations initiatives to advance a positive message of change during a tumultuous time in health care. Among the initiatives, Sanderford and Dodge will outline the value of media pitches, by-lined articles, regular media briefings and more in establishing Aetna’s vision for health care transformation through more collaborative relationships with health care providers.