Aetna SWOT Analysis

Published in Pharma and Healthcare category by MBA Skool Team

Aetna is one of the leading brands in the pharma and healthcare sector. Aetna SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Aetna:

Aetna 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

Above are the strengths in the SWOT Analysis of Aetna. The strengths of Aetna looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Aetna Weaknesses

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

These were the weaknesses in the Aetna SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

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Aetna 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

Above we covered the opportunities in Aetna SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Aetna Threats

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

The threats in the SWOT Analysis of Aetna are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Aetna SWOT analysis.

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About Aetna

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Aetna Overview
Parent Company

Aetna Inc


Health Care


Pharma and Healthcare

Tagline/ Slogan

We want  you to know


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

Aetna STP

HMO, PPO , POS, HSA – Health savings account

Target Market

Doctors, hospitals, employers, patients, public officials


Traditional and consumer-directed health insurance products

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Aetna. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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