By Jonathan Block - January 24, 2012

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“Madison Avenue” is not a term you might expect to be associated with health insurers, but an increasing number of carriers have boosted their marketing and advertising efforts lately. Just last week, Aetna launched a new look, rebranding its logo into all lowercase, purple letters with an eye toward being known not as an insurer but as a “health solutions company.” The aim of the campaign, according to Aetna, is to be known as a consumer-friendly brand.

Insurers seem to be more focused on seeing members as discerning consumers, and it’s easy to understand why. With an increasing number of employers engaged in private exchanges letting employees have more choice over their coverage, as well the impending influx of individual members come 2014 with state-run exchanges, insurers have started to view the health insurance industry as more of a marketplace where they will have to use traditional business methods to woo new customers their way.

And what methods of persuasion are they electing to use? For Aetna, the company wants customers to be more connected to their health care. “The message is clear — consumer empowerment is coming to health care,” Robert M. Mead, senior vice president of Aetna Marketing, Product and Communications, said in a statement underscoring how health insurance will be marketed in the future.

As part of the rebranding, Aetna says it is reframing its offering into four benefit categories: quality health plans and benefits, healthier living (wellness), financial well-being (managing health care expenses) and intelligent solutions (to enhance productivity and results).

Aetna is following in the footsteps of Cigna, which in September embarked on its own makeover, investing $25 million on corporate rebranding and new marketing efforts with the catchphrase “GO YOU.” Given that these two industry heavyweights have bolstered their marketing efforts, do you think other insurers will follow suit?