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Aetna Adopts Targeted Worksite Marketing Strategy

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NU Online News Service, March 14, 11:43 a.m. – Aetna Inc., Hartford, says its Aetna Group Insurance unit is starting a personalized worksite marketing initiative.

Aetna will now try to appeal to workers by taking age, gender, salary range, marital status and other demographic factors into account when offering them products such as life insurance, disability insurance and long-term care insurance.

The new, targeted marketing campaign includes information materials for employees tailored to fit their demographic profiles.

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Women, for example, may get more information about LTC insurance, and young parents may get more information about life insurance, Aetna says.

Aetna will target workers using analytical tools from Fair, Isaac and Company Inc., San Rafael, Calif., the company says.