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
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 is about Healthcare that works around your life. Their concept "Insurance that adapts to you" drives their 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 every message they craft in the Insurance sector.
What language style does Aetna use?
Aetna uses personal and adaptive language with figurative messaging. Their sentences are typically declarative in structure, using the present tense.