Aetna SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 3249

SWOT Analysis of Aetna with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Aetna Inc


Health Care


Health Insurance Policy

Tagline/ Slogan

We want  you to know


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



HMO, PPO , POS, HSA – Health savings account

Target Group

Doctors, hospitals, employers, patients, public officials


Traditional and consumer-directed health insurance products

SWOT Analysis


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


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


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


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



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

The table above concludes the Aetna SWOT analysis along with its marketing and brand parameters.


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