AETNA

A new Site Using Sitecore Makes Shopping for Health Plans Easier

Healthcare and medical icons on wooden blocks

Managed health care company Aetna provides health, dental, vision, and other insurance plans to meet the needs of individuals and families, employers, and health care providers.

CTAMB
  • Technologies
  • Sitecore CMS
  • SOAP web services
  • .NET Framework
  • ASP.NET Web Forms
  • IIS

The Challenge

Aetna wanted to improve the shopping experience for customers searching for ACA (Affordable Care Act) and non-ACA health plans.

Given the personal nature of healthcare plans, they wanted consumers to be able to compare quotes without creating a user account until they were ready to purchase or enroll in a new insurance plan. However, the previous website iteration made this problematic and left potential customers with a poor user experience.

Aetna was on an aggressive timeline for supporting the ACA Marketplace and had to meet regulatory requirements. They had been working with creative agency Digitas on the design of their new website but needed Sitecore implementation support, so they turned to Oshyn for assistance.

AETNA on tablet computer

The Solution

Oshyn installed and configured the technical infrastructure while providing Sitecore and .NET expertise to ensure the correct implementation of the information architecture and website designs in Sitecore XP. This included collaborating with multiple vendor teams across the Business, Design, Technology, and QA departments across geographical locations.

The team set up the Sitecore development and quality assurance environments and added key features to ensure the best user experience on the website. Oshyn added a new lazy registration experience that would allow consumers to shop, get quotes, and apply for plans without having to create an account until the last step in the application process and the ability to save ongoing applications and quotes to their profiles by creating an account and continuing where they left off.

The Outcome

Oshyn successfully built Aetna’s new website, which allowed them to meet the regulatory deadline. Consequently, Aetna was able to provide customers with an improved shopping experience and drive more revenue with a 50% increase in health insurance plan sales.

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