Aetna’s CMO: Our future is becoming ‘your care partner, not just paying claims’

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David Edelman is the first CMO for all of Aetna because of the second wave of digital transformation.

He was recruited “as an agent of change,” he told me, to help lead the company’s transformation into “an integrated experience” that acts as one brand. Previously, Edelman pointed out, each business line at Aetna had its own marketing head. (Edelman will speak about “Digital Transformation: In & Out,” at our upcoming MarTech Conference in Boston.)

The first wave of digital transformation, he agreed with me, was the addition of such things as email, web sites and customer relationship management systems.

We are now in the second wave when, he said, “it’s not just about going digital, but about going digital first.”

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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