Aetna aims for LGBT community with targeted marketing test

April 7, 2015 4:54 PM

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Aetna is urging gay customers to "be proud" — and consider buying its coverage — as part of a new, narrow focus to selling health insurance in a business where the individual's buying decision matters more than it used to.

The nation's third-largest health insurer is using mobile phone apps, print ads and a recently launched website to appeal to the estimated 9 million members of the lesbian, gay, bisexual and transgender community in the United States. Its website features a video of a gay woman and man talking about...

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