Aetna’s “Practice IQ”

The Client: Aetna

“We are focused on improving the US health care system by helping primary care physicians move from a volume-based care model to a value-based care model, enhancing health outcomes, improving the patient experience, and strengthening practice economics.”

The Need

For accountable care to be successful in the healthcare industry, robust technology was needed to empower providers with the analytics, reporting and population management tools that would help them to succeed. Aetna’s new system would provide built-in connectivity to these tools, allowing providers to begin to participate in value-based care with no additional cost. This new system would encompass care management services, integrated healthcare technology, and business services focused on helping primary care physicians optimize their clinical and financial success in value-based care models. Aetna needed a name that would immediately appeal to physicians wrestling with the new health care environment. A name that could span all the services Aetna was offering (through Healthagen) to help physicians stay competitive in the new world of improving patient outcomes while minimizing costs.

The Name

Practice iQ was ultimately chosen because it: 
  1. Telegraphed what the company and its offerings were all about: making physician practices smarter.
  2. Was relatively short and easy to say, spell, and most importantly, to remember.
  3. Helped convey the hard data orientation and strong analytical foundation without coming across too scientific or nerdy.
  4. Seemed legally available