The launch of CignaTV in November included nine videos that focus on health tips, how members can maximize their benefits, and corporate Cigna initiatives, said Joe Mondy, assistant VP of IT communications for the health benefits company.
The goal, he noted, is to reach the general public as opposed to the b-to-b and member audiences that it has communicated with in the past.
“Our hope is that we expose more people to our brand through this media and in doing so underscore what we're set up to do, which is help people improve their health,” said Mondy.
Cigna is working with Medialink for many of the video, including past video news releases. Mondy said that the company began monitoring sites like Twitter and Facebook, as well as blogs.
“It's causing us to rethink our strategy because in the past what we've done is collecting information,” he said. “This is pushing information out.”
To raise awareness about the launch of CignaTV, the company is reaching out to physician, parenting, and children's health blogs, as well as targeting mainstream media reporters on Twitter.
“If you're communicating through social media, you may be only communicating to a pocket of people,” said Mondy. “But it may be a very important pocket of people, as opposed to getting your message out through traditional print and electronic media.