Complete Marketing Strategy of Aetna with Company Overview & STP Analysis

Updated on: Jul 23, 2022
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In a previous article, we learned about the SWOT analysis of Aetna. In this blog, we are going to elaborate on the marketing strategy of Aetna one of America’s leading health insurance providers.

The objective is to learn and gain insights into Aetna and how it became the World’s premium and one of America’s leading health insurance providers.

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested in marketing, check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Aetna by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.

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About Aetna: An Overview

A subsidiary of CVS Health – Aetna Inc. is an American healthcare company based in Hartford, US. The company sells consumer health care insurance and related services, such as medical, pharmaceutical, dental, behavioural health, long-term care, and disability plans, primarily through employer-paid insurance and benefit programs, and medicare. The company is known for its indiscriminate coverage for all individuals enabling them to afford health services.

In 1850, Aetna Insurance Company organised an annuity fund to sell life insurance. In 1853, the Annuity department separated from Aetna Insurance and was incorporated as Aetna Life Insurance Company. The company’s first president was Eliphalet A Bulkeley. From 1899, the company started selling health insurance policies.

The company also has an Aetna foundation helping minorities and low-income groups with their health needs charitably. Its work in the nation has improved the health of individuals by giving them reasonable care plans. In 2021, Aetna won ‘Best Individual International Healthcare Provider’ at the UK Health & Protection Awards for the first time.

The company has 22.1 million medical members, 12.7 million dental members, 13.1 million pharmacy benefit management services members, 1.2 million health care professionals, 690,000+ primary care doctors and specialists, and over 5,700 hospitals to provide affordable service across the nation.


Quick Stats on Aetna
CEO Karen S. Lynch
CMO Gannon Jones
Area Served the United States and expatriates
Industry Managed health care
Market Share/ Revenue $60.6 billion (2018)
Vision We make vision care simple..
Tagline “We want you to know”


Marketing Strategy of Aetna

Let’s take a look at Aetna’s marketing plan. and how Aetna carries out the marketing campaign, among other things.

Segmentation, Targeting, and Positioning


  • Customer segmentation is the practice of dividing customers into groups that share important characteristics, needs, and goals. 
  • This way businesses can offer various tailor-made products and services to different segments. Market segmentation in the healthcare industry is a relatively recent idea.
  •  It offers insights into how patients behave in a setting where patient-centred care, which is predicated on people taking more active roles in managing their healthcare plans, is quickly gaining ground in healthcare.
  • The distribution channel, insurance type, coverage, end-user type, age group, and location are used to segment Aetna’s market share.


  • The target market for Aetna is adults between the ages of 31 and 45. These customers are getting married, starting a family, and purchasing a home.
  • Consumers who are going through major life changes are especially motivated to purchase life insurance.
  • What happens to your family if you die? If you have insurance, you’re probably under the impression that they’re covered. After all, life insurance protects 52% of the population.
  • You could be completely wrong.
  • When they die, over half of all Americans will leave their families in financial ruin.
  • It’s also not because they haven’t made preparations. It’s more likely because half of all life insurance policies are underinsured.


  • Aetna made its positioning by providing affordable insurance, focusing on social schemes, and building a strong supplier community.

Marketing Campaigns

Aetna’s $50 million “What’s Your Health?” The national advertising campaign includes, among other things, broadcast and billboard advertising, business-to-business marketing, digital marketing, and community outreach. According to Aetna, the effort is above and beyond what the business normally spends on advertising.

Aetna purchased advertising space on five digital billboards: two on I-91 near the Colt building, two on I-91 south of Jennings Road, and one on I-84 east of Route 72. According to 2012 data from the Connecticut Department of Transportation, average daily traffic on I-91 around the Colt building ranged from 89,100 to 117,700 at various spots along the roadway. According to DOT data, daily traffic on I-84 in the West Hartford area ranged from 92,100 to 164,900. 

Social Media

Aetna ltd. is found to be very active on its social media accounts. Aetna has over 398k followers on LinkedIn, 1 million followers on Facebook and more than 15.2k followers on Instagram. 

Hence, Aetna is also very regular in posting and uploading content on its social media accounts. 

LinkedIn- 398,244 followers
Facebook – 1,18,424
Instagram – 15.2k followers

SEO Strategies

Marketing strategy of Aetna - SEO

As SEO ranking suggests, the Number of organic keywords – below 500 is poor, above 1000 is characterised as good and 10,000+ is characterised as stunning.

As we can see has 980,674 organic keywords, and it is considered out of the league. Hence, the digital marketing of Aetna is gaining an unexpected number of insights.

Further, the organic traffic per month is 1,731,244 which is again very astonishing. As a result, Aetna is putting total effort into its SEO strategies for better promotion of the brand. While the brand is working hard to strengthen its position in Google SERP results.

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

If you are someone who doesn’t want to miss any step in implementing the right SEO for your new website, then you must have a thorough go-through of our in-depth blog on Step-by-Step Guide on SEO for New Websites in 2022 – IIDE where you will explore a new website SEO checklist, all the SEO requirements for a new website, how long does SEO takes to work for a new website, and more. 

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

Here, Aetna works with various popular influencers sharing inspiring content that captivates authentic and loyal consumers. The influencer marketing for Aetna health care on the tag of “Ageing Actively” features an actress, Dorothy Hamill.

E-Commerce strategies

Aetna has a well-optimised website with a few sections. On their website, users who are interested in their health can gather content and information about the same.

Aetna does not sell its services through its website, as we said that they have a section of products on their website that give descriptions of their products. Aetna has its website where you can access all the medical services and also has its own two apps, Aetna Health and Attain by Aetna.

Mobile Apps

Aetna has got a mobile app on both Android and iOS mobile. This app is available to most Aetna members. Members in select plans may not be eligible yet, but they’re continually working to expand access. If you aren’t eligible today, check back in a few months. They have more than a 1+million downloads. 

Content Marketing Strategies

Aetna uses content marketing in a variety of ways. First and foremost, they have a sizable social media presence through which they inform, motivate, interact, and assist people to comprehend other people’s success stories. In addition, they provide health-related checklists.

Additionally, they developed “digital hubs” for numerous ailments. If you’ve been diagnosed with cancer or are scheduled for a biopsy, for example, you can access a complete set of their films and checklists, which are a compilation of all the services Aetna and CVS make available to you. They give users tools that enlighten them about the questions they should ask their doctor, what to do before appointments, important decisions to make, and personal tales from others.

This ends the elaborative marketing strategy of Aetna. Let us conclude our learning below from the marketing strategy of Aetna.

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What’s Unique in Aetna Marketing?

As per the above content, we conclude that Aetna is a diversified insurance company that is now a subsidiary of CVS Health. This company organised an annuity fund to sell life insurance.

It offers a variety of healthcare services, including pharmacy services, health, and wellness services, health plans, Medicare services, virtual care services, and prescription drug coverage. It provides services to individuals and employees.

Aetna uses a variety of marketing strategies like social media marketing, e-commerce strategies, and content marketing strategies to boost its growth and awareness among people.

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Aetna has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Aetna check out our IIDE Knowledge portal for more fascinating case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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