Health care can be complex to navigate, particularly when members are trying to understand benefits, access resources, or determine the next step in their care journey. Aetna is making it simpler for members to engage with relevant information and take action when it matters most. Traditional outreach methods can provide information, but often lack the interactivity needed to guide members toward meaningful next steps.

Aetna leveraged RCS for Business to create trusted, interactive experiences delivered directly within members’ native messaging applications. Through Aetna branded communications, personalized recommendations, members receive relevant information and guided actions based on their needs and circumstances. Use cases include benefits onboarding and other personalized experiences that help members understand benefits, access resources, and take meaningful action at key moments throughout their health care journey.

By combining personalized guidance with RCS for Business, Aetna created more engaging and actionable member experiences. Members engaged at higher rates than on traditional channels, with:

• Click-through rates averaging 2x higher than traditional text messaging
• Click-through rates averaging 4.5x higher than email
• A live-agent escalation rate of less than 1%
• A 2-6% increase in digital engagement