Chief communications officer, Cigna
Maggie FitzPatrick and her communications team broke new ground in the last year by being one of the first insurance companies to target individual consumers via the integrated "Go You" media and branding campaign. Such initiatives will soon become more common as the Affordable Care Act has called for the creation of state health insurance exchanges. This legislation will require insurance companies differentiate themselves to get business as, until now, most have used a b-to-b outreach model.
In March, Cigna encouraged nearly 600,000 of its customers to receive colorectal cancer screenings via its Colorectal Cancer Screening campaign, which is in its seventh year. The program aims to increase the number of individuals who are screened for colorectal cancer and also to identify the most effective outreach methods that result in more people getting tested.
FitzPatrick has also been working hard to promote issues important to the veteran population. Last year, she joined the board of P2V, an organization that rescues shelter animals and pairs them with veterans suffering from post-traumatic stress disorder, traumatic brain injury, or other mental health issues.