An estimated 39 million people rely on Aetna, a CVS Health company, to help them make decisions about their health care and their health care spending. Every day, we work to make the system easier and more convenient for our customers.

The challenge.

Develop website copy and white paper for employer groups to explain the benefits and savings that result from the adoption of value-based care.

Value-based care is a healthcare delivery model that prioritizes patient outcomes and encourages healthcare providers to deliver high-quality, efficient care. This model represents a shift from the traditional fee-for-service model, which incentivizes healthcare providers to perform more tests, procedures, and treatments, regardless of whether they are necessary or effective.

Employer groups are looking for dramatic savings, a reduction in hospital days, and a reduction in admissions.  Enter value-based care with opportunities for bundled risk versus capitated risk is a lever they can pull very easily.

Sometimes employers are reluctant to do it, so they don’t get the same kind of results as quickly. A great way to drive adoption is to educate your employees through the Summary Benefit Plan Design—have them understand what a center of excellence is and why it’s a good idea and make their names well known.

More importantly, create a benefit design that encourages that use—whether it be the elimination of a co-pay, a reduction in the co-insurance, or an elimination of the co-insurance, even providing travel arrangements.

The more you make it a value prop that crosses the spectrum from quality to service to dollars, the quicker the adoption is. And again, the employer controls benefit design levers. If you’re reluctant to tilt the playing field toward your centers of excellence, you’re doing yourself a disservice.

The outcome.

Comprehensive new value-based care messaging, UX website copy, and whitepaper. Completely reimagined approach, connecting the offering with the internal stakeholders. Significant increases in engagement, website traffic, and qualitative improvements to brand recognition and user experience.



Messaging Development

UX Copywriting

Technical Writing


Website Copy, White Paper on Value-Based Care
Website copy: 
For Employer Groups:  Better health at lower costs: Why we need Value-Based Care now

Website copy can be viewed: