Aetna is thinking outside the workplace by going directly to consumers with wellness in mind.
The health insurer is teaming with Best Buy to offer well-being programs that match buying habits. If someone buys a pedometer, for example, maybe they'd also like to enroll in a 90-day walking program – which, at the price of $19.99, isn't a bad deal.
In a society with an affinity for consumerism and unhealthy habits, the Best Buy/Aetna match-up might be a good bellwether for insurers exploring different ways to embed themselves in the wellness niche – maybe even bypassing employer clientele all together.
Recommended For You
"Best Buy seemed a natural choice for trying out some of our well-being products with the general public," says Louise Murphy, who heads Aetna's behavioral health and employee assistance programs. "These online programs take the things you 'should do' and turn them into things you 'will do.' While these products have been available to many of our Aetna members through our employee assistance and WorkLife programs, consumers can now access these wellness resources."
If you're one whose resolutions don't ever stick, it's a good plan. It's convenient, cheap, and judgment-free, because the products are just online modules and no one's going to hike up your monthly premium.
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
