Aetna.com: Most visited health insurance website

The recently redesigned Aetna.com is a hit with web surfers, who made it the most visited website among health insurers in the fourth quarter of 2009. In fact, 20 percent of Americans who visited a health insurance website during the quarter visited an Aetna site, according to “The Online Health Insurance Landscape,” an independent online audience measurement of health insurance websites recently released by comScore.

“Aetna.com was redesigned with the input of consumers who told us they wanted a site that focused on the basics – easier search, simpler content, and better navigation”

“Aetna.com was redesigned with the input of consumers who told us they wanted a site that focused on the basics – easier search, simpler content, and better navigation,” said Meg McCabe, vice president of consumer marketing and product for Aetna. “We took their feedback to heart and redesigned our site to focus in on these specific requests. It’s extremely gratifying that web surfers have taken note and are looking to Aetna.com time and time again when they need information about their health and benefits, or are ready to purchase a plan.”

According to comScore, a global leader in measuring the digital world, one in 10 Internet users visited at least one health insurance website in the fourth quarter of 2009. comScore reviewed websites and web traffic for 18 insurers and aggregators of insurance information for the quarter. Aetna sites beat out the competition in total unique visitors overall (4.76 million), and total unique visitors to a Medicare website (598,000 visits to AetnaMedicare.com).

Aetna launched the redesigned Aetna.com in September 2009. The redesigned site offers:

• Easier search– Microsoft’s enterprise search solution (FAST ESP) provides relevant and organized search results;
• Simplified content – all information is written in a web-friendly format that is clear, direct and easy to understand, while highlighting new information;
• Better navigation – a more organized and logical site navigation that allows users to easily find relevant information or accomplish specific tasks; and
• New look and feel -- contemporary and visually appealing site design.

Aetna.com has experienced a 21 percent increase in site visits in the fourth quarter of 2009 when compared to the same period in 2008. In addition, consumer testing conducted by Aetna in December of 2009 found increases in overall user satisfaction (6 percent improvement), satisfaction with the organization of the site (14 percent improvement) and ease of navigation (12 percent improvement). The most visited features of Aetna.com are DocFind (Aetna’s online provider directory), Claim Status and Detail, and electronic Explanation of Benefits statements.

Aetna.com also offers a variety of resources for consumers who are not yet members of Aetna, including an interactive online tool that helps them choose an Aetna Individual plan, the latest health news from Aetna InteliHealth, a plain language glossary of common health insurance terms, and Clinical Policy Bulletins that detail how Aetna makes coverage decisions. Other non-members who regularly use the site include employers, health insurance brokers, health care providers and their staff, investors and job seekers.