For the second time in six months a major Connecticut health insurance company is rebranding itself with a new logo and consumer focus, as the industry continues to shift away from being solely healthcare payers to providers of health benefit products and solutions.
Hartford health insurer Aetna unveiled Wednesday a new purple logo that connects the “a” and “e,” in the spelling of the company’s name.
Known as a ligature, the connection of the two letters was used in the Aetna logo for 151 years, before being retired in 2001. Aetna said it is bringing the logo back as a unique symbol of the company’s brand and heritage.
Additionally, the company is shifting its brand focus to concentrate more on consumer engagement in their health care and “empowering people to live healthier lives.”
“We want to help make health care work better for everyone,” Aetna Chairman and CEO Mark T. Bertolini said in a written statement. “Aetna’s refreshed brand reflects our goal of combining innovative benefits products, game-changing technologies, and collaborative relationships with the provider community to create a system that is more connected, convenient and cost-effective. Aetna is uniquely positioned to deliver on this goal.”
Last September, Bloomfield health insurer Cigna Corp. unveiled its new logo and marketing focused on individuals. Cigna is spending $25 million on a rebranding effort that included TV and print advertising, a new social media presence and a new corporate logo.
Aetna did not disclose its rebranding budget Wednesday. A call was not immediately returned.
Part of the effort by insurers to rebrand themselves is being driven by federal health care reform, which is expected to increase the number of individuals who buy health insurance on their own rather than through their employers. That’s making insurance companies focus more on individual consumers.
As part of its new brand campaign Aetna said it is reframing its offerings into four benefit-focused categories that connect people to “quality health plans and benefits, healthier living, financial well-being, and intelligent solutions.”
The company also plans to introduce new mobile applications, access to enhanced resources and information, and more collaborative relationships with the health care community.
Beginning this spring, Aetna’s advertising and marketing campaigns will reflect the vibrant new look and feel of the brand.
