Aetna is urging gay customers to “be proud” – and consider buying its coverage – as part of a new, narrow focus to selling health insurance in a business where the individual’s buying decision matters more than it used to. The nation’s third-largest health insurer is using mobile phone apps, print ads and a recently launched website to appeal to the estimated 9 million members of the lesbian, gay, bisexual and transgender community in the United States.
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