Aetna to gay customers: be proud, and buy our health insurance...

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.

CONTINUE...