BLOOMFIELD, CT: Cigna, a worldwide health insurer, is rolling out an integrated media campaign based on its new global business strategy, targeted at individual consumers with a customization twist.
A range of communications activities to build awareness of the company's new global business strategy launch today, said CCO Maggie FitzPatrick, including executive positioning, social media, and advertising via earned media, as well as an expansion of the company's CSR programming."Our business strategy is geared towards our mantra of going global, and going individual," she told PRWeek. "This is the individual part of our strategy. We've endeavored to really enhance the way healthcare is delivered to individuals, so we are orienting around individual customers in a world that is increasingly characterized by the demand for personalization."
Cigna's in-house communications team of approximately 15 externally facing professionals is driving the initiative, FitzPatrick said. Meanwhile, Fleishman-Hillard, which was named global PR AOR for the insurer in July, is supporting the campaign. Advertising efforts are being handled by Greenville, SC-based Hill Holiday.
Cigna could not disclose budget.
"It's not just a campaign," she said. "It's oriented and grounded in a business strategy. External communications are really a reflection of business strategy and the heightened emphasis on that consumer preference."
Cigna's enterprise leadership team is being deployed to speak with publications relevant to their disciplines, explained FitzPatrick, who took the CCO helm a little over a year ago. In addition, the team has invested in operational enhancements and improved technologies, including a relaunched website, for its customers.
The health insurer, which already has a presence on Foursquare and Twitter, is rolling out a campaign-designated Facebook page. In CSR, the company established a "Global Giving Fund" to augment existing community efforts underway in the US.
On the advertising front, television spots have been bought on major cable networks including USA, CNN, Discovery Channel, and A&E, FitzPatrick said. Print ads are appearing in publications such as Time, Marie Claire, Family Circle, and Runner's World, as well as online buys.
"Our perspective is health services companies need to orient around what consumers want," she said. "We know clearly based on research that consumers are increasingly demanding personalization. We need to meet them where they are, so we are evolving the business model to reflect that new consumer preference. That's a standard. That's the cost of entry."