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Aetna launches new website for consumers in the individual health insurance market Posted: November 16th, 2010

By Maryalene LaPonsie

As one of the nation's largest health insurance companies, Aetna is providing customers with a new way to explore its health plan options. A new consumer website was unveiled to simplify the process of finding health quotes from the company.

On the Aetna individual health insurance site, consumers can:

  • Browse plans by zip code
  • Apply for coverage
  • Search for participating doctors
  • Learn about the process of buying health insurance
  • Get advice from a virtual benefits advisor

The Aetna virtual benefits advisor, "David," has been redesigned to walk visitors through the health insurance purchasing process. The system asks users a series of questions before making a specific plan recommendation. "David" also offers a plain English explanation of how recommended health plans work.

In a statement, Jason Madrak, head of Direct to Consumer Marketing for Aetna, said, "We conducted extensive research before developing this site, which gave us some real insight into what consumers need from this type of website." The website makes extensive use of interactive tools and multimedia presentations.