How did personalized video reduce Aetna's healthcare and service costs?

Aetna sent each new member a three-and-a-half-minute video explaining plan coverage, family members, benefits, and nearby in-network urgent care centers. More than 70% watched it, call center calls fell over 20%, and unnecessary emergency room visits dropped 75%. The program also improved email engagement and Net Promoter Score.

What is the difference between personalized video and generative AI text-to-video?

Enterprise personalized video combines controlled creation with real-time customer data, conditional scenes, brand governance, secure integrations, publishing, and analytics. Generative text-to-video tools primarily create media from prompts. SundaySky uses AI components from partners including Google, OpenAI, Tavus, and ElevenLabs, while leaving customers in control of the final communication.

How does real-time personalized video work?

When an identified viewer presses play, SundaySky retrieves authorized data through a connector or API, applies it to a modular template, selects scenes according to conditional logic, and renders the video in real time. The content can therefore reflect current account data and completed actions without pre-rendering and storing a separate file for every customer.

Which customer journey moments are best suited to personalized video?

Personalized video is most useful when customers must understand complex information or take a specific action. Strong applications include onboarding, plan education, product releases, renewals, automated business reviews, loyalty summaries, feature adoption, support instructions, benefits updates, upsell offers, and next-best-action recommendations.

How long should an enterprise customer video be?

Many marketing videos should run about 30 to 45 seconds, while a concise feature explanation may take approximately 60 seconds. A few minutes can work for important onboarding information, as Aetna's three-and-a-half-minute example showed. Five- to ten-minute business videos should generally be divided into shorter installments with clear calls to action.

How should companies measure personalized video performance?

Companies should measure scene completion, drop-off, repeat viewing, call-to-action clicks, Net Promoter Score, onboarding progress, feature adoption, call center demand, and operational outcomes. A/B or multivariate tests can compare scripts, visuals, scene order, and offers. Aetna tested three versions across 30%, 30%, and 40% audience groups before scaling decisions.

How Aetna Cut Unnecessary ER Visits 75% with Personalized Video

For marketing and customer experience leaders seeking practical ways to create, personalize, govern, and measure enterprise video at scale.