Case Study: Aetna Drives Consumer Engagement Through Its Member Cost Estimator Tool

As health insurance plans get more complex and members' responsibility rises, insurers struggle to meet members' needs for accurate plan- and member-specific cost estimates for medical services. In 2010, Aetna introduced its Member Cost Estimator, an online tool that lets users price medical services across providers. The tool, a market-leading innovation in health insurance customer experience, has garnered high satisfaction and rising use levels from members. Customer experience professionals across industries can learn from Aetna's success by following Aetna's process of clearly identifying users' needs, bringing all stakeholders to the table from the beginning, testing and refining solutions pre- and post-launch, and building off of existing system capabilities.