Aetna Rebrands to ‘Empower Consumers’

Aetna wants to go from an “insurance carrier” to a “health solutions company,” according to its press release. How pray tell? With a new logo, of course!

The health insurance/solutions company has introduced a new logo (left) and a new “brand promise”: “With Aetna, the power of health is in your hands.”

The goal of the new branding is to recognize consumer empowerment, the company says. The new focus of the company will be on providing “quality” health plans, administering info about healthy lifestyles, financial management as it relates to health expenses, and providing insights for better business. There will be new mobile apps and resources, a new marketing campaign, and a new consumer survey, the Empowered Health Index, with results coming later this year.

Siegal + Gale helped with the logo and design.

Consumer empowerment in the healthcare area is a great thing. And, of course, the timing on this new campaign couldn’t be better.

Just yesterday, the White House issued this press release, saying that 28 states are moving forward with Affordable Insurance Exchanges, healthcare reform that will create a place for consumers to choose their health coverage. For example, Colorado is on the road to public education about healthcare reform and a small business exchange.

During last night’s 246th debate between the remaining GOP presidential candidates, healthcare, or Obamacare as they refer to it, was also a hot topic.

While Aetna, a 160-year-old company, may have been in need of a brand refresher, the language surrounding this rebrand is very spin-like. A video on the company’s website is a collection of images portraying life’s moments (“big and small” the narrator says), clearly trying to connect with people on an emotional level while showing how Aetna healthcare is part of a good life. In other words, it ignores the obvious issues that are being brought up by the average consumer and in government in favor of the warm and fuzzies.

The clip is reminiscent of others from industries like oil and financial services that have come under fire for ignoring the concerns of customers in the interests of turning a profit. The point is obviously to soften their image and “connect” with consumers. We need fewer fluffy images and more straight talk and hard information. Can you talk about how your company is making money? Who are you lobbying and how? Are you delivering on your promise when a patient files a claim for health expenses related to costly medical procedures? No more pictures of fake weddings and sunny days in the park please.