What Is Aetna Marketing Success In Health Care

RUNNING HEAD: AETNA: MARKETING SUCCESS IN HEALTHCARE 1

“Aetna: Marketing Success in Health Care” Tara Brown Professor Charmaine Rhames HSA 305-Health Care Marketing May 30, 2013

This research was conducted and studied by Professor Charmaine Rhames.
AETNA: MARKETING SUCCESS IN HEALTH CARE 2 Abstract
Aetna provides a comprehensive variety of customary and consumer-directed health insurance products and related services including medical, pharmacy, dental, behavioral health, group life, disability plans, and medical management capabilities; and health care management services for Medicaid plans.
1. Determine the key characteristics of the users of the products and/or services of the health care provider you selected. There are some personal characteristics of users such as age, gender/sex, race, income, socioeconomic status, education, availability of care, culture and patients beliefs. Age is
An example, “significant age-related disparities appear to exist for both evidence based and non-evidence based cancer-screening interventions.”(Kotler, Shalowitz, and Stephens, 2008, page 89.) The gender and sex factor is displayed in Figure 4.1 where women used health care services more than men. The fact that men and women differ in their health-seeking behaviors depends on whether the intervention symbolizes appropriate care versus over-or underutilization. There is a very important role that women are faced is knowing which products used to treat childhood diseases in developed nations to lead their family’s health care needs to a particular hospital or get a brand of medication. (Kotler, Shalowitz, and Stephens, 2008, page 90). Race is difficult category to define. Sometimes people of mixed backgrounds identify with only one, thus confounding studies that rely on self- reporting. Many findings associated with
AETNA: MARKETING SUCCESS IN HEALTH CARE 4 racial differences can be explained on the basis of socioeconomics or education (two