Aetna Launches New Public Website

Wed Sep 16, 2009 9:57am EDT

* Reuters is not responsible for the content in this press release.

--Site Redesigned to Help Visitors Quickly and Easily Find Information and

HARTFORD, Conn.--(Business Wire)--
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." 

About Aetna

Aetna is one of the nation`s leading diversified health care benefits companies,
serving approximately 36.8 million people with information and resources to help
them make better informed decisions about their health care. Aetna offers a
broad range of traditional and consumer-directed health insurance products and
related services, including medical, pharmacy, dental, behavioral health, group
life and disability plans, and medical management capabilities and health care
management services for Medicaid plans. Our customers include employer groups,
individuals, college students, part-time and hourly workers, health plans,
governmental units, government-sponsored plans, labor groups and expatriates.
For more information, see 

Betsy Sell, 215-775-5523
Kate Prout, 267-247-0476

Copyright Business Wire 2009

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