What business does a 160 year old company like Aetna have in sending employees to a cutting edge event like South by Southwest (SXSW) Interactive? Hint: it has a little something to do with the insurance giant’s willingness to do more to engage its customers using proven strategies and tactics of some of today’s younger and hipper consumer/tech companies.

During this video, Dan Brostek, head of member and consumer engagement at Aetna, takes time to tackle that question along with others such as “how can companies work better with compliance/legal?” or “how is it possible to get CEO buy in when it comes to new technology and social media?” If you are a company — in a regulated industry or not — it is worth your time listening in to Dan’s explanation of how Aetna is reshaping itself to be more in tune with its customers’ needs.