Aetna has launched a new digital member onboarding program designed to make the enrollment experience simpler, more personal, and easier to navigate. The platform will be available to 4 million new members during their welcome period and is built on Rich Communication Services (RCS), enabling interactive, text-based messaging that connects members with essential plan information and resources shortly after enrollment.
Aetna leaders say onboarding is a critical moment for building trust and shaping how members perceive their health plan. Rather than overwhelming members with mailers, emails, and calls, the new digital experience consolidates outreach into a clear, guided flow that helps members understand their benefits and next steps. The onboarding program also serves as an entry point to Aetna’s broader digital ecosystem, encouraging adoption of tools that support personalized care journeys.
Through the onboarding process, Aetna can also route members to targeted programs such as Care Paths when chronic or complex needs are identified. The insurer plans to extend RCS across additional initiatives, including Care Paths and its Clinical Collaboration model, where the technology will support text-based discharge communication and ongoing care coordination. According to Aetna, RCS messaging has already driven an 80% increase in engagement and a 26% reduction in opt-outs, prompting the company to continue expanding its use throughout the year.
Looking ahead, Aetna sees further opportunity to use digital tools to simplify provider discovery, appointment scheduling, and cost transparency. The insurer says digitally engaged members are better able to access the right information at the right time, leading to improved experiences and outcomes.
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