Attain App Launch Branding & Marketing
The Attain app is a first-of-its kind health experience designed to help users follow their own path to better health. It combines an Aetna member's health history with their wearable activity data to offer personalized goals, healthy actions and rewards. To launch the app, we created a dynamic brand that drove user awareness & downloads through a website, print, email & social campaigns.
The Attain brand is centered around the consumer insight that "I don't need to be an athlete, I just need to be healthy enough for ____. " We focus on real everyday people in athletic situations that pay off as everyday health moments. Little steps like picking up a prescription or getting in more exercise in a day, bring our users one step closer to leading healthier lives.
The Attain look and feel is bold and hints to athletic brands while featuring people with a variety of realistic body types. This allows the app to play in the athletic wearables space while also standing out in the health care category. Attain is more than an activity tracker as it is focused on health actions based on user health insurance claims data.
The main marketing piece for Attain is the website attainbyaetna.com. The goal of the site is to create awareness of Attain and to drive users to download the app. As a user scrolls through the experience, they learn about the core features of the app with dynamic animations as well as the personalized heath actions that combine to improve health outcomes. Users can also watch the campaign videos. For accessibility, users can toggle on and off the animation of the site making it a more inclusive experience.
To increase ease of download for those viewing the site on desktop and tablet, users are prompted to enter their phone number and receive a SMS message that links them to the App store.
A secondary audience for Attain is employers who choose to offer the program to their employees. We created a lead generation page on the site to share the benefits of Attain from an employer's point of view, with current results of users and a CTA to a form for a demo with the sales team.
Users were often sharing Attain with their friends and family via word of mouth. We added the "share to a friend" feature in app in order to let a user easily share Attain.
Active users of Attain achieved several health successes over the first year, bringing them one step closer to leading healthier lives.
Stats shown as of 3/2021