TITLE

Aetna's Web site stars in $30 million campaign

AUTHOR(S)
Petrecca, Laura; Goetzl, David
PUB. DATE
September 1999
SOURCE
Advertising Age;9/20/1999, Vol. 70 Issue 39, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article announces the launch of an advertising campaign for e-Health, a health-related Web site from Aetna U.S. Healthcare. The campaign, from McKinney & Silver in Raleigh, North Carolina, is designed to inform Aetna's consumer and physician customers about its information services, drive traffic to the Web site and convey the image that Aetna is at the forefront of an increasingly Internet-driven society. Aetna also views the Web site as a public relations and consumer interface vehicle that might help soften its image in the increasingly under-fire managed-care industry.
ACCESSION #
2291121

 

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