Aetna, one of the nation's largest health insurers, is embracing digital tools built around individuals in order to create a "new set of norms" for the U.S. health care system. Delivering the opening keynote at HIMSS14, Aetna CEO Mark Bertolini said the new model is about enabling consumers to interact with the system in a way that is simple and enables them to “stay ahead” of their health.

The Hartford, Conn.-based company in late 2011 acquired mobile health start-up Healthagen, the developer of iTriage, a popular medical diagnosis app designed to help consumers make health care decisions. The iTriage app has been downloaded more than 9.5 million times and is consistently rated in the top 5 health and fitness apps downloaded by iPhone and Android users.

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