Octane Case Study

Aetna: Older Adults Thriving in Baltimore City

Health Communications  |  Digital & Performance Marketing  |  Event Activation

The Challenge

Baltimore's older adult population faces a range of issues, including physical health, mental health, and social well-being. To provide essential resources and enhance Aetna's community presence in the city, Octane designed and executed an annual summit connecting attendees with local health organizations and government agencies.

Our Approach

Octane managed an integrated communications campaign for Aetna's annual summit, collaborating with the Baltimore City government and area senior centers. The summit, supported by targeted media placements, featured community leaders, celebrity guests, and Mayor Brandon Scott.

The Results

Following the overwhelming success of the inaugural summit, the Older Adults Thriving in Baltimore City Summit has become an annual event, drawing older residents from throughout the city and providing them with invaluable resources.

  • Over 2,200 attendees over three annual events.
  • Aetna member attendance increased from 13% to 32%.
  • Paid digital advertising generated over 500,000 impressions, resulting in stronger brand recognition.
  • More than 120 community partners shared information and resources.
  • Over 65% of attendees reported that their perception of Aetna changed positively after the event.

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