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Essay / Research Paper Abstract
A 7 page paper. Aetna Inc. is one of the leading health care providers in the nation offering a vast array of health care products. This essay offers an overview of the company, including the many steps Aetna has taken to improve its efficiency. A change in focus and emphasis and different marketing campaigns are two of the strategies used by Aetna. This discussion relates to the company's internal environment. The writer also discusses the external environment in terms of the health care industry. Finally, recommendations are made for Aetna to improve its position in the market. Bibliography lists 10 sources.
Page Count:
7 pages (~225 words per page)
File: MM12_PGaetn.rtf
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Unformatted sample text from the term paper:
members and 11.8 million group life insurance customers (Aetna, Overview, 2003). Within the Aetna network are 562,000 health care services providers, which includes 337,000 primary care and specialist physicians
and 3,387 hospitals (Aetna, Overview, 2003). Products are available to employers and plan sponsors across the nation (Aetna, Overview, 2003). Health, pharmacy and dental insurance plans include HMO, POS and
PPO options (Aetna, Overview, 2003). The company has had financial problems in the recent past - it suffered more than a 21 percent decline in revenue between 2002 and 2001
(Hoovers, 2003). They have taken a number of steps to correct these problems (Hoovers, 2003). For instance, Aetna both its international business and its Financial Services to ING Groep, a
Dutch insurer (Hoovers, 2003). This leaves the company exclusively in the business of health and related products business (Hoovers, 2003). They have also taken some internal steps in terms of
strengthening management of operations, withdrawing from specific product markets, like the financial division, improving the efficiency of operations, working to better their relationships with both hospitals and physicians and directly
addressing the issue of rising medical costs (Aetna, Overview, 2003). The company has also changed their strategy to become consumer-oriented by emphasizing information and services that will lead to
a more positive experience for customers (Aetna, Overview, 2003). The company continues to review their products and combinations of products to offer packages that are more desirable (Aetna, Overview,
2003). As for physicians and hospitals, Aetna is offering more flexibility to these groups (Aetna, Overview, 2003). Another positive development is the initiation of sophisticated Web-based resources for both consumers
and sales personnel (Aetna, Overview, 2003; Aetna, Rolls Out, 2003). For instance, any customer can access and customize information about their health as well as their benefits (Aetna, Overview, 2003;
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