Aetna Tone of Voice — Personal & Supportive
Tagline: "You don't join us, we join you"
Industry: Healthcare
Sector: Insurance
How Aetna Communicates
Aetna flips the usual insurer relationship. "You don’t join us, we join you" frames healthcare as something that fits around your life, not the other way round — personal, supportive, flexible. The voice is attentive and warm, promising care shaped to the individual.
Tone Words
Aetna's brand voice is defined by the following tone words: Personal, Supportive, Adaptable.
Communication Style
- Language Style: Attentive
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
Aetna Brand Story
Aetna is a leading diversified healthcare benefits company, now part of CVS Health, serving approximately 34 million members. Founded in 1853 in Hartford, Connecticut, Aetna was named after the Sicilian volcano Mount Etna. For over 170 years, Aetna has helped individuals and employers navigate the healthcare system with medical, pharmacy, dental, behavioral health, and disability plans. The company pioneered managed care approaches and has been at the forefront of integrating physical and mental health benefits. Aetna's merger with CVS Health in 2018 created new opportunities to deliver care through CVS's extensive retail pharmacy and clinic network. The combination aims to make healthcare simpler, more accessible, and more affordable. Aetna's focus on whole-person health recognizes that factors like nutrition, stress, and lifestyle significantly impact well-being.
Brand Message
Healthcare that works around your life
Brand Mission
To build a healthier world
Brand Positioning
Core Concept: Insurance that adapts to you
Central Tension: Efficiency vs. Personal Touch
About Aetna
Aetna Inc. ( ET-nə) is an American managed health care company that sells traditional and consumer directed health care insurance and related services, such as medical, pharmaceutical, dental, behavioral health, long-term care, and disability plans, primarily through employer-paid (fully or partly) insurance and benefit programs, and through Medicare. Since November 28, 2018, the company has been a subsidiary of CVS Health. The company's network includes 22.1 million medical members, 12.7 million dental members, 13.1 million pharmacy benefit management services members, 1.2 million health-care professionals, over 690,000 primary care doctors and specialists, and over 5,700 hospitals. Aetna is descended from Aetna (Fire) Insurance Company of Hartford, Connecticut. The name of the company is based on Mount Etna, at the time the most active volcano in Europe.
Frequently Asked Questions About Aetna
What is Aetna's tone of voice?
Aetna uses a personal, supportive, adaptable tone of voice. Their communication is attentive, typically using statement-style sentences in the present tense. Their tagline "You don't join us, we join you" exemplifies this voice.
How does Aetna communicate with customers?
Aetna is a leading diversified healthcare benefits company, now part of CVS Health, serving approximately 34 million members. Founded in 1853 in Hartford, Connecticut, Aetna was named after the Sicilian volcano Mount Etna. For over 170 years, Aetna has helped individuals and employers navigate the healthcare system with medical, pharmacy, dental, behavioral health, and disability plans. The company pioneered managed care approaches and has been at the forefront of integrating physical and mental health benefits. Aetna's merger with CVS Health in 2018 created new opportunities to deliver care through CVS's extensive retail pharmacy and clinic network. The combination aims to make healthcare simpler, more accessible, and more affordable. Aetna's focus on whole-person health recognizes that factors like nutrition, stress, and lifestyle significantly impact well-being.
What is Aetna's brand message?
Aetna's core message: Healthcare that works around your life Their mission: To build a healthier world
What is Aetna's slogan?
Aetna's slogan is "You don't join us, we join you". It carries their personal, supportive, adaptable voice.
What is Aetna's mission?
Aetna's mission: To build a healthier world
What makes Aetna's brand voice unique?
Aetna stands out through their personal, supportive, adaptable communication style. Their central brand tension, "Efficiency vs. Personal Touch", shapes how they communicate across the Insurance sector.
What language style does Aetna use?
Aetna uses attentive language, with imaginative messaging, in statement-style sentences, using the present tense.
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