Strengthened statewide understanding
of OhioRISE through simplified, audience-centered messaging.
PUBLIC AFFAIRS
Cross-Sector Communications Strategy
Aetna OhioRISE serves more than 50,000 Ohio youth with complex behavioral health needs through a first-of-its-kind Medicaid program. Aetna asked Werth to develop and implement a strategic communications program to reach primary stakeholders, legislators and policy leaders, care management entities (CMEs), critical community partners and OhioRISE eligible youth and families.
THE CHALLENGE
The initiative required clear, consistent communication across a highly complex system that included state agencies, legislators, providers and families while navigating policy scrutiny and evolving stakeholder expectations. At the same time, awareness gaps and complex messaging program understanding, engagement.
OUR APPROACH
Werth developed and executed a comprehensive communications strategy to align stakeholders, strengthen program understanding and support long-term success. The work began with research, stakeholder engagement and collaboration with Aetna and the Ohio Department of Medicaid, including message audits and qualitative insights gathering. Werth simplified messaging to improve accessibility, led statewide stakeholder alignment efforts and supported legislative education through public affairs strategy, testimony development and a comprehensive outcomes report for the Joint Medicaid Oversight Committee. The team also enhanced program visibility through video storytelling, social media, email campaigns and partner toolkits while maintaining collaboration with state and organizational leaders to continuously refine communications and improve program performance.
PROJECT OUTCOMES:
Werth strengthened alignment across stakeholders, elevated program credibility with policymakers and built a scalable communications framework to support long-term program success.
Elevated program credibility
through data-driven storytelling, member testimonials and outcomes reporting.
Improved communication and coordination
across CMEs and key partners through structured engagement and toolkits.
Strengthened alignment
between Aetna and state agencies through communications strategy and execution.
