Aetna Unveils Consumer-Focused Brand Refresh
January 18 2012 - 9:28AM
Business Wire
Today Aetna (NYSE: AET) unveiled a refreshed brand
promise as the company continues its evolution from an insurance
carrier to a health solutions company. The most visible element of
Aetna’s refreshed brand is a vibrant new look and logo – reflecting
Aetna’s new vision to the marketplace. Far beyond a look or logo,
the revitalization of the brand is focused on driving increased
consumer engagement in their health care and empowering people to
live healthier lives.
“We want to help make health care work better for everyone,”
said Aetna Chairman and CEO Mark T. Bertolini. “Aetna’s refreshed
brand reflects our goal of combining innovative benefits products,
game-changing technologies, and collaborative relationships with
the provider community to create a system that is more connected,
convenient and cost-effective. Aetna is uniquely positioned to
deliver on this goal.”
As Aetna continues its evolution from a health insurance carrier
to a health solutions company, it is reframing its offerings into
four benefit-focused categories that connect people to:
- Quality health plans and
benefits: plans, products, networks, services, programs and
tools that promote individual, family and employee health.
- Healthier living: wellness
information, resources and support to help individuals, families
and communities thrive.
- Financial well-being: plans,
products, services, programs and tools that help people manage
their health care spending and deliver financial peace of
mind.
- Intelligent solutions: insights
and expertise that enhance productivity or business results.
These categories better explain Aetna’s current offerings,
promote clear, simple and benefit-oriented communications, and
provide insight into Aetna’s future offerings.
Aetna has already begun bringing its refreshed brand to life
with innovative benefits packages, industry-leading resources that
help people shop for health care based on out-of-pocket costs and
outcomes, and more than half a dozen unique accountable care
arrangements. In the months ahead, Aetna will continue this work
with the introduction of new mobile applications, access to
enhanced resources and information, and even more collaborative
relationships with the health care community. Beginning this
spring, Aetna’s advertising and marketing campaigns will reflect
the vibrant new look and feel of the brand.
“By 2012, half a billion people will use health care
applications globally.1 The message is clear -- consumer
empowerment is coming to health care,” said Robert M. Mead, senior
vice president of Aetna Marketing, Product and Communications. “As
we continue our evolution to become a health solutions company,
Aetna is offering far more than innovative benefits packages that
appeal to consumers. Aetna is connecting people to health care
information and services in relevant and meaningful ways, helping
them do more online and on the go. We’re putting the power of
health in people’s hands, helping them understand their health care
and benefits, make confident choices, and lead healthier
lives.”
Aetna’s new logo celebrates the equity and tradition of the
Aetna name in a way that is both contemporary and optimistic. Aetna
is symbolically reinforcing its 160-year history, its dedication to
building relationships with its members, customers and providers
and its brand promise of a connected health care experience through
the inclusion of a connected “a” and “e.” Known as a ligature, the
connection of the two letters was used in the Aetna logo for 151
years, before being retired in 2001. It returns today as a unique
symbol of Aetna’s brand and its heritage. Global strategic branding
firm Siegel+Gale advised Aetna on branding and design.
As part of a renewed focus on actively listening to consumers,
Aetna also will be initiating the Empowered Health Index. This
survey will assess and regularly measure the needs, feelings and
behaviors of adult health care consumers. Aetna will release its
findings later this year, and will be using them to inform new
programs, tools and resources that will help consumers better
engage with their health care providers and manage their health and
wellness.
About Aetna
Aetna is one of the nation's leading diversified health care
benefits companies, serving approximately 36.3 million people with
information and resources to help them make better informed
decisions about their health care. Aetna offers a broad range of
traditional, voluntary and consumer-directed health insurance
products and related services, including medical, pharmacy, dental,
behavioral health, group life and disability plans, and medical
management capabilities and health care management services for
Medicaid plans. Our customers include employer groups, individuals,
college students, part-time and hourly workers, health plans,
governmental units, government-sponsored plans, labor groups and
expatriates. For more information, see www.aetna.com.
1 Global Health Market Report, 2010-2015.
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