Aetna is one of the largest health-care and benefit organizations, providing a full suite of products, including health care, dental, vision, and long-term care coverage. Its diverse offerings make it appealing to large corporations, which make up the bulk of its revenues.
At the same time, Aetna is aiming to gain members in new markets such as Medicaid and small business. The company has a leg up in these areas because of its strategy to compete on value rather than costs. It also seeks to position itself as a leader in the fast-growing consumer-directed health plans arena, which currently make up about 5% of its medical membership.