HMO hopes to enlarge profits by reflecting its links to giant. (Southwest Health Plan Inc health maintenance organization, Aetna Life and Casualty) (company profile)

HMO hopes to enlarge profits by reflecting its links to giant

In a market and industry where profits are as elusive as the Holy Grail, Dallas-based Southwest Health Plan Inc. is betting that name recognition will inspire divine results. The health maintenance organization is planning to change its name to reflect its new ties to one of the giants of insurance - Aetna Life and Casualty.

Southwest became affiliated with Aetna this month after Aetna sewed up its acquisition of Irving-based Partners National Health Plans, which manages Southwest.

Though they have not chosen a new new name yet, Southwest officials said they were optimistic about the Aetna …