Aetna #1 in Unique Visitors Among Health Insurance Websites

The recently redesigned Aetna.com is a hit with web surfers, who made it the most visited website among health insurers in the fourth quarter of 2009. In fact, 20 percent of Americans who visited a health insurance website during the quarter visited an Aetna site, according to "The Online Health Insurance Landscape," an independent online audience measurement of health insurance websites recently released by comScore.

"Aetna.com was redesigned with the input of consumers who told us they wanted a site that focused on the basics - easier search, simpler content, and better navigation," said Meg McCabe, vice president of consumer marketing and product for Aetna. "We took their feedback to heart and redesigned our site to focus in on these specific requests. It's extremely gratifying that web surfers have taken note and are looking to Aetna.com time and time again when they need information about their health and benefits, or are ready to purchase a plan."

According to comScore, a global leader in measuring the digital world, one in 10 Internet users visited at least one health insurance website in the fourth quarter of 2009. comScore reviewed websites and web traffic for 18 insurers and aggregators of insurance information for the quarter. Aetna sites beat out the competition in total unique visitors overall (4.76 million), and total unique visitors to a Medicare website (598,000 visits to AetnaMedicare.com).