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Aetna Captures Top National Plain Language Award and an Award of Distinction from the Center for Plain Language

“Aetna is committed to making it easier for people to navigate the health care system,”

Aetna Captures Top National Plain Language Award and an Award of Distinction from the Center for Plain Language

HARTFORD, Conn.–(BUSINESS WIRE)–Aetna (NYSE: AET) was recently honored with the top national award from the Center for Plain Language for “David,” Aetna’s virtual benefits advisor. David received the award for the second straight year in the category Web/Multimedia—Private Sector/Corporation. In addition, Aetna’s simplified application process for people interested in buying individual health insurance also received an award of distinction.

David, the Aetna Benefits AdvisorSM , serves as an online guide by asking members a series of questions in a friendly and conversational manner to help them choose the best health plan to fit their unique needs. According to the ClearMark Award judges, this submission demonstrated a commitment to regular thorough user and product testing.

Users of the technology view David as a valuable resource, as 99 percent of those surveyed described him as helpful in picking their benefits. More than 90 percent of those surveyed also said that David gave them a better understanding of how their benefits worked.

“David is a perfectionist, and even though he gets mostly positive feedback, he always asks our members what he can do better,” said Mike Phillips, the head of Aetna’s business engagement specialty team for National Accounts. “Being honored by the Center for Plain Language shows that David is continuing to improve based on what our members need.”

The judges for the ClearMark Award had the following comments about David:

  • “Has a great tone. Very personable – you forget you are dealing with a computer program.”
  • “Wonderful job using words that people can easily understand. And does a good job defining terms.”
  • “Presents all options and anticipates all user needs very well. Structured so that users get as much or as little as they need, with constant checks on comprehension.”

The Jellyvision Lab, an interactive agency and creators of the quiz game YOU DON’T KNOW JACK, helped create David. The company shares this honor.

Helping Potential Members “Take That Next Step Today”

Aetna also received an award of distinction in the “before” and “after” private sector/corporation category for improvements to emails sent to people who started an online application for an Aetna individual health insurance plan, but did not finish. Some improvements in the new message included a better use of plain language; reader-friendly layout; and straightforward call to action for the consumer.

The revisions to the “Take That Next Step Today” email were part of a total re-design effort focused on simplifying the consumer experience for potential Aetna members. More than 130 letters and emails were redesigned with similar changes as part of this effort.

“With more people looking for health insurance on their own, we wanted to make that process as simple as possible,” said Molly Goins-Cox, head of Individual consumer experience. “We are committed to continue to improve the consumer experience and the recognition from the Center for Plain Language shows that we are making great progress.”

“Aetna is committed to making it easier for people to navigate the health care system,” said Jill Griffiths, Aetna’s head of Communications and executive sponsor of Aetna’s health literacy work. “Health care continues to be complex. However, the programs recognized by the Center for Plain Language are great examples of how Aetna is making it easier for people to understand their health benefits.”

About Aetna

Aetna is one of the nation’s leading diversified health care benefits companies, serving approximately 36.1 million people with information and resources to help them make better informed decisions about their health care. Aetna offers a broad range of traditional, voluntary and consumer-directed health insurance products and related services, including medical, pharmacy, dental, behavioral health, group life and disability plans, and medical management capabilities, Medicaid health care management services and health information technology services. Our customers include employer groups, individuals, college students, part-time and hourly workers, health plans, health care providers, governmental units, government-sponsored plans, labor groups and expatriates. For more information, see

About the Center for Plain Language

The Center for Plain Language is a D.C.-based nonprofit organization that wants government and business documents to be clear and understandable. The Center supports those who use plain language, trains those who should use plain language, and urges people to demand plain language in all the documents they receive, read, and use.

About The Jellyvision Lab

If your company website has a lot to say and is currently doing it in a way that’s too technical or filled with corporate jargon, marketing speak, impersonalized FAQs, and outsourced sales reps referring to massive binders of robotic text, then you should seriously consider calling The Jellyvision Labtoday. For more information and sample work, visit

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