Taking Control of the Narrative During Active Litigation

The Situation

Plaintiffs’ attorneys filed – and successfully had certified – two class actions against several of the nation’s largest managed care insurers, including Aetna. The cases drew national attention and created significant reputational risk at a time when legal proceedings, media coverage, and public perception were closely intertwined.

Aetna faced the challenge of communicating clearly and responsibly during active litigation, in an environment where incomplete information and speculation could easily shape public understanding.

The Approach

Working in close collaboration with the general counsel, in-house litigation team, and outside counsel, David helped guide a proactive litigation communications strategy focused on clarity, consistency, and credibility.

A central element of the approach was the development of a dedicated litigation website that served as a single, authoritative source for reporters and other stakeholders seeking to understand the issues. This was complemented by targeted outreach to healthcare and business reporters nationwide, ensuring accurate context and reducing the risk of mischaracterization as coverage evolved.

The Impact

The disciplined communications approach helped Aetna distinguish itself from peers and maintain credibility during complex, high-profile litigation. The effort was later recognized in a case study by the University of Virginia’s Darden School of Business, highlighting how thoughtful stakeholder communications can play a critical role in managing enterprise risk during major legal challenges.