Aetna to bolster digital as part of rebranding process

HARTFORD, CT: Aetna is planning to expand its digital presence on the heels of its brand refresh.

HARTFORD, CT: Aetna is planning to significantly expand its digital presence on the heels of its brand refresh.  

Earlier this week, the company revealed plans to change the way it delvers services and unveiled a new logo. The goal of the new brand symbol is to represent the promise of a more connected healthcare experience.

The company is working with Weber Shandwick to bolster its digital presence.

“What makes this exciting is that Aetna is evolving in how it is approaching its consumers,” said Debbie Lobel, SVP of consumer healthcare at Weber. “It is changing from an insurance company to a health-solutions company.”

In addition to an increased presence on social media platforms, Aetna will promote its new branding through mobile applications. The move comes as research indicates a half-billion people will use healthcare apps globally this year.

“Expanding the channels we communicate through as part of this new identity enables people to interact and have a dialogue with us without having to come to our site,” said Belinda Lang, head of brand and consumer marketing at Aetna, who joined the company this month.

Traditional media won't be overlooked as part of the rebranding initiative. Weber is also aiding Aetna with media relations duties. Siegel + Gale created the brand's new logo.

All communications efforts will target three major groups: consumers, employers, and providers. With consumers specifically, the company plans to focus on mothers who have to make more healthcare decisions than in the past.

While the trend of consumers taking a greater role in their own healthcare was a factor in the rebranding, it is also in response to several key provisions of the Affordable Care Act, including state health-insurance exchanges. The exchanges are marketplaces made up of consumers looking to buy insurance and insurers looking to sell plans.

“As we think about the healthcare exchanges, we're very interested in making it less complex [for consumers] to decide which Aetna offering works for them,” Lang said.

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