Aetna CVS
A collection of various solutions for Email & Print Design
Specialty Rx
Campaign overview: Encourage Aetna members to fill their specialty medications at CVS Specialty by educating them about the advantages of CVS Specialty and/or offering them a reward for learning more.
What’s New
Targeting: Expand to members who do not have reward permissions
Test Design:
Test standard envelope vs enhanced envelope
Test subject lines
Creative:
Update emails to include initials of specialty medication eligible for CVS Specialty
Develop new enhanced envelope
Introduce new email for re-entry journey
Targeting Population
Commercial Fully Insured (CFI) and Commercial Self Insured (CSI) members who have been prescribed specific specialty medications. This population is divided into 2 groups:
Members who are currently filling specialty medications at non-CVS Specialty pharmacies and are eligible to switch to CVS Specialty
Members in the precertification process for specialty medication who are eligible to start filling their drugs at CVS Specialty pharmacy.
Maternal Mental Health
Campaign overview: This campaign aims to educate members about the importance of checking in on their mental health during pregnancy and postpartum. It also encourages members who recently gave birth to complete a digital mental health screener to help them reflect on how they’re feeling and connect them with support and resources. Reward eligible members are offered a $20 gift card for completing the digital screener.
Targeting Population
Commercial Fully Insured and Commercial Self-Funded members with a confirmed pregnancy and delivery who are eligible for the Enhanced Maternity Program (EMP) or Aetna Maternity Program (AMP). Members are generally between 26-36 weeks pregnant or 3-5 weeks postpartum.
We are splitting the population into 3 cohorts based on their reward eligibility and the abandoned cart test:
Cohort 1: Eligible for both reward and abandoned cart email
Cohort 2: Eligible for reward and not eligible for abandoned cart email
Cohort 3: Not eligible for both reward and abandoned cart email
Member Journey
Prenatal: Pregnant members receive education about the importance of checking on their mental health during pregnancy and after giving birth.
Postpartum: Members who recently gave birth are prompted to complete a culturally competent digital screener (provided by Virgina Commonwealth University) to reflect on their feelings. They are also offered resouces and support they can connect with.
Post digital screener completion: Postpartum members who complete the screening and score 14 or more points, receive a follow up call from a Care Manager within a few days of completing the digital screener. Additionally, members who request to receive resources via email, get an email that comprises of hotlines, education, and resources about maternal mental health. Members who earned their reward also receive their digital gift card.
