CIGNA aims new healthcare drive at consumers

CIGNA Healthcare, the UK arm of US-based healthcare insurance company, the CIGNA Corporation has hired Consolidated Financial for a profile-raising campaign.

CIGNA Healthcare, the UK arm of US-based healthcare insurance

company, the CIGNA Corporation has hired Consolidated Financial for a

profile-raising campaign.



The move follows a review of CIGNA’s communications strategy by

marketing director David White, who joined from Britannia Life in

April.



’Rather than taking on BUPA and PPP, we plan to come into the consumer

market with partner companies,’ said White. He added that CIGNA is in

discussion with a number of financial service companies and retailers

about forming partnerships.



Companies will be able to offer CIGNA’s healthcare products and services

under their own branding, or as an incentive to sell products.



’We are known as a quality provider in the corporate market,’ said

White.



’But we realised we had to expand beyond that as we have no profile

among consumers.’



CIGNA’s current clients include Lloyds/TSB, Glaxo Wellcome and the Rover

Group, who offer CIGNA’s health insurance to their employees. Parent

company, the CIGNA Corporation, is the sixth largest insurance company

in the world with over 45,000 employees.



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