Aetna SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 2351
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SWOT Analysis of Aetna with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aetna

Parent Company

Aetna Inc

Category

Health Care

Sector

Health Insurance Policy

Tagline/ Slogan

We want  you to know

USP

Life, death, health, or injury -- Aetna's got an insurance policy to cover it

STP

Segment

HMO, PPO , POS, HSA – Health savings account

Target Group

Doctors, hospitals, employers, patients, public officials

Positioning

Traditional and consumer-directed health insurance products

SWOT Analysis

Strengths

1. Health care segment with 18.5 million members
2. Economies of scale and pricing power
3. Geographical spread and wide reach
4. Customer Loyalty and strong management

5. Good brand value and customer focused approach

Weaknesses

1.Less diversity in products and policies
2.Cost structure of products – comparatively highly priced
3.Very static online presence

Opportunities

1.Bank on strong heritage
2.Operations in all states of USA used to capture expanding industry
3.Expansion with mergers and acquisitions can help grow

Threats

1.Intense competition with continuous innovation
2.Government intervention can cause issues in growth
3.Stagnating growth in healthcare industry

Competition

Competitors

1.CIGNA Corporation
2.United Health Group Inc
3.Well Point Inc



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