THE CHALLENGE: Empathy for the end user couldn’t be more important in health care. My team @ Aetna was challenged to find a way to help CVS and Aetna executives more genuinely walk in our members’ shoes: witness and be able to more directly relate to the day-to-day health care challenges from a member’s perspective, in order to more effectively identify ways Aetna can do better for our members.

THE SOLUTION: Introducing The Path to Better Health – an interactive game that brought various Aetna member experiences to life, via a combination mix of interactive video and audio, augmented with a physical board, and a digital tablet “Game Master” companion. It’s a journey through the day-to-day challenges of four unique member personas, demonstrating how different decisions and circumstances affect their perception of and experience with Aetna.

THE RESULTS: formal pledges from 197 Aetna executives to work even harder to measurably improve the Aetna member experience. Along with an ask to roll out access to the game to all 50,000+ Aetna employees… to ensure that everyone is working to help Aetna’s members on their path to better health.