República & Aetna define their relationship.

As reported by HispanicAd.com in April 2009, República was chosen by Aetna to conduct a pilot Hispanic effort in the South Florida market. The integrated marketing plan will focus on potential customers for individual health insurance plans and will include advertising, media planning and buying, direct mail, events and public relations.

“Aetna is one of the most trusted brands in America and we’re very proud to become its partner,” said Jorge A. Plasencia, chairman and CEO of República. “Greater Miami is a microcosm of what this country will look like in the next few decades. We believe there’s no better place for Aetna to savor the richness and brand loyalty of U.S. Hispanics.” “We are very excited about our new relationship with República,” said Orlando Mendoza, Aetna’s vice president of strategic market development for South Florida. “This relationship will complement our other in-market efforts to continue building alliances with the South Florida community.”

Aetna’s efforts include the formation of the Miami Advisory Council, a group of nationally and locally recognized leaders who provide knowledge and connections to the community that allow Aetna to provide culturally focused products and networks that are valuable to residents.

In addition, last year, Aetna opened a full-service walk-in office in Coral Gables. A first-of-its kind, the office aims to build more personal relationships with customers who can drop by to pick up brochures and other information or speak to an Aetna representative. The location also serves agents and brokers. Through its relationship with República, Aetna seeks to enhance an already fast-growing individual insurance market in South Florida.

“We’re seeing increasing numbers of people obtaining health insurance through the individual market,” Mendoza said. “It’s important that we provide targeted, relevant information that can help consumers make educated choices on their health benefits.”