Aetna x Noom
Partnership with Noom, a weight loss program that helps you change your habits and mindset around food.
Email design
Women’s
Men’s
Campaign overview:
This campaign aims to encourage members to sign-up for Noom, a digital weight management tool, by educating them about the benefits of healthy weight management and reminding them to claim a 12-month Noom subscription fully covered by Aetna.
Learning Goals:
The objective of this campaign is to determine if members identified as having clinical indicators of overweight or obesity will sign up for the Noom Healthy Weight program after receiving our multichannel outreach and demonstrate improved health outcomes after 3-12 months of program adoption.
Targeting Population:
60K Aetna commercial fully-insured adult members with a medical claim in the last 12 mo. indicating overweight or obesity (clinically defined as BMI over 25).
To make messaging as relevant as possible for members, an archetypal analysis was done to understand the barriers and facilitators of weight management by gender. Imagery, design, and language are tailored in email creatives to reflect these findings:
Female Archetype: Interested in weight management solutions that are customizable, affordable, and convenient.
Male Archetype: Interested in weight management solutions when health is at risk or when advised by a doctor.
