Serving a diverse population

At Aetna, diversity extends to all aspects of the work we do and the way we do business. With this understanding, we have established proactive efforts to better understand the needs of a specific segment of the population, namely ethnic and racial minorities and other underserved groups, through our Emerging Markets initiatives.

Over the last 20 years, the evolution of the U.S. marketplace has required us to continually enhance our business strategies. We know that by enhancing our brand equity, building strong relationships and increasing our community visibility, we will become a provider of choice for all of our constituents.

We have created and implemented strategies that concentrate on bringing our health and related benefits to some of the fastest growing segments of our population. At the same time, we continue to educate our employees on the growing influence of diverse consumers and their specific needs.

Our Emerging Markets organization leads and facilitates the following components:

• Drive incremental business through multicultural/multilingual relationships
• Provide consulting services to develop appropriate infrastructure (that is, the development of culturally relevant marketing materials, advertising strategies, open enrollment campaigns, multilingual translations, trans-creations and interpretations, call center strategies, supplier diversity strategies)
• Enhance market presence within targeted business communities

To that end, Aetna is focusing its efforts on better serving and addressing the needs of this diverse marketplace by supporting community events, educating employers and working with brokers and providers to support our business objectives.