Aetna-On-The-Go: a healthcare brand more meaningfully engaging customers

Aetna-On-The-Go: a healthcare brand more meaningfully engaging customers

Aetna recently announced that it will be reaching out to its members on the-Go through a mobile-friendly website that’s easier to browse from a handheld device, smartphone “apps,” and text messaging. These mobile solutions will be made available to the majority of Aetna members – regardless of whether they have a basic cell phone or a smartphone with full Internet access.

Just a few examples of the benefits, as stated in the company press release, include “being able to look up the status of a claim while standing in the doctor’s office. Finding a cardiologist and making an appointment during a train ride to work. Researching the price of a prescription from the grocery aisle.”

According to Meg McCabe, vice president of consumer marketing and product for Aetna – “It’s imperative that we meet our members where they are with resources that engage them in making well-informed health care decisions, improve their interactions with their physicians, and even help them save a little money along the way.”

Through On-the-Go, Aetna accomplishes an important, yet somewhat elusive, objective for an insurance company – actually building relationships with a broad spectrum of their customer base. By allowing them to access important information, wherever and whenever they want it, the company is extending and enhancing its interactions with members – in ways they actually value and want.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.

5 thoughts on “Aetna-On-The-Go: a healthcare brand more meaningfully engaging customers

  1. This is going to be so important going forward. As more and more people do the majority of their surfing and online tasks via mobile devices, brands will need to make sure they are offering unique ways to engage the customer and provide those customers with the info they need. I know the brands/services that I use, have great offerings in this arena, DirecTV, AT&T, etc. And it’s why I keep using them and promoting them to others. Great post.

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