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Aetna Launches New Public Website


Site redesigned to help visitors quickly and easily find information and resources

HARTFORD, Conn. — As consumers research health plan options during the upcoming Open Enrollment season, visitors to Aetna’s (NYSE: AET) home page will find a newly redesigned website that helps them quickly and easily find relevant information. The website, designed in conjunction with Razorfish, a digital marketing and technology agency, now features a new search engine, simplified navigation, access to educational content, and a visually appealing site design. Visit to see the new site.

“We know that 17 million consumers, customers, physicians and brokers visit each month and making a good first impression is as important in the virtual world as it is in person,” said Meg McCabe, head of marketing and engagement strategy for Aetna. “The redesign of puts Aetna’s best foot forward by making it simple for all constituents to quickly and easily accomplish what they set out to do on the site.”

The redesign of includes:

* Easier search– Microsoft’s enterprise search solution called FAST ESP provides relevant and organized search results, making it easier to locate information on the site;
* Simplified content – ensuring all information is written in a Web-friendly format that is clear, direct and easy to understand, highlighting new information that is important to our constituents;
* Better navigation – a more organized and logical site navigation that allows all constituents to easily find relevant information; and
* New look and feel -- contemporary and visually appealing site design that allows visitors to quickly and easily find information and resources tailored to their needs.

Aetna tested the new site with consumers and the responses were positive. In fact, 85 percent found the site to be “very” or “totally” credible, and 66 percent found the site to be “new” or “truly unique.”


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