Will Aetna’s Targeted LGBT Marketing Pay Dividends?

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By: Cindy Wendland

Health insurance provider Aetna is beginning some targeted marketing to the LGBT community. They are following a trend of marketing directly to consumers for health insurance. They are also following a trend of targeted marketing to demographic groups with unique messaging. No more one message fits all.

Aetna’s wants to attract the LGBT community for several reasons. This market typically has higher disposable income. This market is also loyal. Both characteristics make for an attractive target market. The marketing message Aetna created for the LGBT demographic is “helping visitors find LGBT-friendly doctors and providing coverage with features that fit the individual, their partner and their family."

Is Aetna worried about turning off other customers who are not supportive of this community? Not really. Aetna understands the importance of differentiation and realizes not everyone is going to like them. But that’s OK. This message is true to their company focus and has the backing of their employees.

Targeted demographic marketing can teach some valuable lessons, and Aetna is eager to learn as much as it can. Diversity and inclusion are hot topics in business today. This type of marketing is just another extension of that. It’s about time we create marketing messages specific to people without fear of offending someone else. It’s all about creating more meaningful messaging. That’s just good business.

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About the Author

Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.

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