The Situation

The World Economic Forum in Davos represents one of the most concentrated gatherings of global media, policymakers, and business leaders in the world. During the height of the national debate over healthcare reform, Aetna’s CEO was invited to attend the Forum for the first time—an opportunity that included the distinction of serving as the event’s co-chair.

The invitation created extraordinary visibility, but also significant risk. Every formal appearance, informal interaction, and off-the-record conversation carried the potential to influence global perception of both the company and the broader healthcare industry.

The Approach

David provided on-site strategic communications counsel to ensure that the CEO’s visibility was purposeful and disciplined. This included coordinating and preparing for high-profile media interviews, providing message and speaking support for formal remarks, and advising the CEO in informal settings where conversations with journalists, policymakers, and fellow CEOs often proved just as influential.

The focus was not volume, but maximal impact – helping the CEO engage selectively, stay on message, and use each interaction to reinforce Aetna’s perspective during a highly visible and consequential moment.

The Impact

Aetna’s CEO emerged from the Forum as a credible, informed voice in the global conversation around healthcare reform. The carefully managed presence reinforced leadership credibility, expanded influence with international media and healthcare industry peers, and positioned Aetna as a serious participant in one of the most visible policy discussions of the time.