Aetna Tone of Voice — Personal & Supportive

Tagline: "You don't join us, we join you"

Industry: Healthcare

Sector: Insurance

How Aetna Communicates

Aetna communicates with a personal, supportive and adaptable voice using personal and adaptive language. Their sentences are primarily declaratives in the present tense. Their messaging is figurative. Their tagline, "You don't join us, we join you", captures this voice. The central tension in Aetna's communication is efficiency vs. personal touch, which shapes every message they craft. Their mission is to build a healthier world.

Tone Words

Aetna's brand voice is defined by the following tone words: Personal, Supportive, Adaptable.

Communication Style

  • Language Style: Personal and adaptive
  • Sentence Type: Declarative
  • Tense: Present
  • Expression: Figurative

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 personal and adaptive, typically using declarative-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 personal and adaptive language, with figurative messaging, in declarative-style sentences, using the present tense.

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