Cigna emphasizes customer relationships in 'Together, all the way' effort

Cigna has launched a global branding campaign to create greater understanding and awareness of the company among the general public.

BLOOMFIELD, CT: Cigna has launched a global branding campaign to create greater understanding and awareness of the company among the general public.

As part of the campaign, which began on Monday and is an ongoing effort, Cigna rolled out a new tagline, "Together, all the way," which builds on the original "Go You" concept, introduced in 2011, said Stephen Cassell, Cigna's brand VP.

The new tagline evolves Cigna’s brand positioning to focus on working with customers and advocating on their behalf, explained Cassell. The brand platform reflects Cigna’s staffers and 85 million customer relationships worldwide.

"The campaign really embraces our brand promise to understand our customers’ needs and work together to help them achieve healthier, more secure lives," said Cassell. "We want to help people not only in times when they are well, but also let them know we are there for you when you are not well."

To support the initiative, Cigna created a new home page and microsite, which also launched Monday. The site is geared at educating customers about how Cigna can help with health and well-being through specific benefits and services. 

Cassell added that the brand will use personal stories on the microsite to demonstrate how it "protects" its customers. The microsite primarily consists of customer testimonials in video format, as well as information emphasizing how Cigna works in partnership with healthcare professionals.

"One video on the site features a lady who found out she had a form of cancer, and describes how Cigna stepped in to help her so she could worry about getting well, and we could worry about everything else," said Cassell. "When you hit those hard times, you want to know you’ve got somebody who has your back in that way."

Another video on the site shows how Cigna assisted a man who was unemployed due to a disability and helped him get back to work and resume a normal life.

Along with the microsite, Cigna will promote the new campaign on its social networks, such as Twitter and Facebook.

Cigna will roll out ads showcasing the company’s healthcare professionals and how they work with customers. Ads will appear nationally on cable, along with print, digital, and broadcast spots in Atlanta, Dallas, and Miami. In October, ads will launch in China, and in November, ads will run in India.

As part of the comms efforts, Cigna CEO David Cordani will rally employees to continue to listen to customers and simplify the healthcare and insurance process for all.

Interpublic Group's McCann Erickson in New York, Cigna’s marketing AOR, worked on the effort.

Edelman, Cigna’s PR AOR since last spring, is supporting communications for the campaign, said Jackie Kahn, SVP at the firm.

In December 2013, Cigna initiated a global study, which is still ongoing, to gain insight into customers' thoughts on the company and health insurance, generally. The main finding – which underpins the branding campaign –was that customers want to hear more of the story behind Cigna and what the company offers. Cassell explained that this might be down to the fact that the US healthcare industry is evolving.

"We are moving from being so focused on people getting insurance through their employers, and now with the activity in the Medicare space, people are becoming more informed about the category, so now they want to hear more from the insurance companies themselves," he said.

Budget information for the campaign was not disclosed.

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