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Client
Aetna US Healthcare

Product and Services
health.e.nation Promotional Launch

Aetna US Healthcare and Jack Morton, its brand communications agency, teamed with Trailer Technologies to help it launch health.e.nation, a mobile exhibit created to communicate the company's leadership in using information technology to improve the quality of healthcare. Aetna US, one of the country's major managed care companies, has been a leader in promoting wellness, and the company wanted to further its thought leadership position by delivering its key messages directly to critical constituents. Those messages include the importance of broadening the use of technology in the healthcare benefits industry, as well as creating overall advances in medicine through technology partnerships.

Recognizing the need to reach opinion leaders who included physicians, hospital administrators, corporate clients and the public in general, Aetna reached out to Jack Morton to help devise a communications solution. That solution came in the form of a mobile environment that presents the company brand to these audiences in a targeted exclusive way.

Objectives
A 48-foot double-expandable trailer was transformed into an interactive exhibit and briefing center. The outside effect is that of a gigantic billboard with color graphics that evokes progress and a positive, emotional link to raising the quality of healthcare. The inside brings to life state-of-the-art technology and museum-quality exhibits with an ability to conduct VIP events and meetings.

Having captured the essence of the brand on the outside, visitors travel inside to discover an array of technology and its application to the field of healthcare, with custom video and audio modules, LED displays, and a media wall highlighting innovations in the industry. A conference area is also equipped with laptops and touch-screens that provide internet connections.