1) Bring more value to the consumer/customer to get them to actually use their PHR. This is arguably the top reason as they have invested quite a bit in the PHR and my guess is that they are still struggling to gain traction among those 16.8M lives covered.
2) Aetna wants to be perceived in the market, particularly among investors, that they are out in front of their competitors in pushing/encouraging consumer engagement in their health with the perceived (and hoped for) benefit being lower medical loss ratios (MLRs) leading to better margins.
3) Changing perception also extends to their big customers, employers. Aetna can point to announcements such as this to make a compelling argument to employer benefit managers that Aetna is taking proactive steps to help them control their healthcare coverage costs as well."
Today, the public perceives health insurance companies are villains , because they often refuse to pay for medical treatment procedures , often using flimsy excuses to do so , in the attempt to save themselves money.
If Aetna can get its customers to remain healthier, they will be doing their customers a very valuable service - and will also get a healthier bottomline in the bargain. A great win-win scenario !