Cigna Go You

March 20, 2012
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Cigna You Go Texas Video

 

At Cigna we want to inspire you to be true to your self, in all your fantastically, amazingly, remarkably human glory. The way we see it, being your true self is the first step to being truly healthy.

That’s not just our ad campaign. That’s what we believe. We’ll treat you like a unique individual, the living, breathing person behind the number on your card. We’ll listen carefully to what’s going on in your life, so we can help you be 100% you.

Never forget you’re one of a kind. We won’t.

What do Cigna’s changes mean for you?

Individuals and families: We’re creating new, more personal ways to help you support your health. But don’t worry, we’re not changing the way you work with us. You’ll still use everything in the same way you do now—from your Cigna plan and our customer service numbers—right down to your Cigna ID card.

Employers, brokers and consultants: For employers, brokers and consultants, the new Cigna means better meeting your needs. When we help our customers realize their full potential, they can achieve a better bottom line and significant savings—now and in the future.

Health care professionals: Every patient you treat is unique. That’s why we’re focused on helping you deliver personalized health care. Our goal is to help you build stronger patient relationships, deliver better outcomes, and make the job of health care easier and more rewarding

 

 

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24 Responses to Cigna Go You

  1. The Benefits Of Small Business Health Insurance on March 20, 2012 at 2:02 am

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  2. MSuzanne on March 21, 2012 at 10:28 am

    Cigna is starting a national ad campaign Monday crafted to appeal to individual consumers, a sign of the industry’s growing focus on a segment that is set to expand substantially under the health-overhaul law.

    The Cigna marketing push, which is built around the slogan “Go You,” will be one of the most high-profile examples so far of how health plans are trying to prepare for 2014, when the major provisions of the law kick in. They include a requirement for most people to carry health insurance, as well as new online exchanges where consumers will be able to purchase coverage, including subsidized plans for people with limited incomes.

    Such provisions are expected to increase the number of consumers who choose their own plans. About 14 million people currently are covered through individual insurance, according to the Kaiser Family Foundation, a nonpartisan nonprofit organization. The Congressional Budget Office has projected that the number of people buying their own insurance will more than double by 2016 under the new health law. Some workers also may start getting a lump sum from employers to select coverage. “The insurance industry is one that has traditionally been oriented around services to an employer or a government entity,” said Cigna Chief Executive David M. Cordani. “We want to orient around the individual.” He said that focus includes consumers who get insurance through their jobs, as well as those who will purchase coverage their own.

    Goldman Sachs estimates that just 1% to 2% of Cigna’s current revenue comes from the individual market, and Goldman analyst Matthew Borsch calls the insurer’s presence in the segment “embryonic” so far. Cigna said it doesn’t disclose revenue by plan size.

    Cigna’s current push into the individual market, which started in 2008, is limited to just 10 states. That number is expected to expand in 2014 and beyond, though Mr. Cordani said Cigna still will enter only select markets, where it thinks it can become a strong presence.

    Blue Cross and Blue Shield plans tend to have the strongest individual-market presence in most regions. WellPoint Inc., WLP -0.31% which operates many Blue Cross and Blue Shield plans, has the biggest individual business of the major national insurers.

    The Cigna ad campaign, which costs around $25 million, according to a person with knowledge of the matter, will involve ads that appear to pitch health coverage as a path to self-actualization. “Deep inside you there’s a person who refuses to be kept deep inside you,” says a print ad. Another asks, “When’s the last time you did something for the first time?” The campaign will start running nationally this week on several cable and broadcast networks, as well as in magazines and on websites. The company’s last major national advertising campaign was in 2002.

    Cigna said it also is designing health insurance and other coverage aimed at particular population segments. In Pennsylvania the company is trying a program for families with a member who is autistic, offering advice from a “care manager” and discounts for some types of therapists.

    Other possible targets include people who have diabetes or those hoping to lose weight, who could tap into elements of the wellness initiatives Cigna currently offers for employers. These products could be sold alone or potentially wrapped into health plans, the company said. Cigna also said it plans to beef up its direct-to-consumer website and hire around 500 people in customer-service and other positions.

    Other companies also are laying the groundwork for expanding sales to individuals. Seventy-three percent of insurers are planning to increase their marketing and sales capabilities in the near term, with a focus on the direct-to-consumer segment, according to a survey of industry executives this spring by Boston Consulting Group.

    “Most insurers have not built enough brand equity with consumers,” said Raj Bal, a former WellPoint executive who is now an industry consultant. Also, employer sales often come through brokers, whose role will likely be less important in starting in 2014, he said.

    The Blue Cross and Blue Shield Association recently forged a deal with H&R Block Inc. HRB -1.22% for members’ plans to be promoted at the tax-preparation firm’s storefronts. The association also is targeting the growing Hispanic population through a tie-in with Spanish-language media company Univision Communications Inc. The group is also in talks with a number of retailers about partnerships.

    “You have to think about channels differently” to reach consumers, said Maureen Sullivan, a senior vice president at the association.

    Aetna Inc. AET -0.19% is working with health-care providers to create insurance products. These can take advantage of hospitals’ or clinics’ local name recognition and might appeal to individual consumers more than to big employers that want to ensure access to a broad range of physicians and facilities. For example, the insurer has said it will create plans with Carilion Clinic in Roanoke, Va., that will carry the Carilion and Aetna brands and be sold to individuals and businesses.

  3. messlingen on March 24, 2012 at 8:31 am

    “The winners of the GO YOU Awards will have demonstrated how people can accomplish incredible things when they are dedicated to improving the health and well-being of those around them,” said Maggie FitzPatrick, chief communications officer for Cigna.

    The first finalist designee is Susan Hester, the founder of Mautner Project of Washington, D.C. Mautner is dedicated to improving the health of women who have women as partners. Cigna officially awarded the finalist designation to Hester at Mautner Project’s “Over the Rainbow” gala Saturday, March 17, at the Omni Shoreham Hotel in Washington, D.C.

    Hester started Mautner Project in 1990 after she made a promise to her terminally ill partner, Mary-Helen Mautner. Hester promised to start an organization that could help other lesbians facing the overwhelming challenges of life-threatening illnesses.

    “Being the first finalist for Cigna’s new GO YOU Award is gratifying,” Hester said. “I’m thrilled that Cigna echoes and rewards our commitment to addressing health disparities among diverse populations and to improving the health of all individuals.”

    About Cigna and the Cigna Foundation

    The Cigna Foundation is a private foundation funded by contributions from Cigna Corporation and its subsidiaries. The Cigna Foundation supports organizations sharing its commitment to enhancing the health of individuals and families, and the well-being of their communities, with a special focus on those communities where Cigna employees live and work.

    Cigna Corporation CI +2.47% is a global health service company dedicated to helping people improve their health, well-being and sense of security. All products and services are provided exclusively through operating subsidiaries of Cigna Corporation, including Connecticut General Life Insurance Company, Cigna Health and Life Insurance Company, Life Insurance Company of North America and Cigna Life Insurance Company of New York. Such products and services include an integrated suite of health services, such as medical, dental, behavioral health, pharmacy and vision care benefits, and other related products including group life, accident and disability insurance. Cigna maintains sales capability in 30 countries and jurisdictions, and has approximately 70 million customer relationships throughout the world. To learn more about Cigna, including links to follow us on Facebook or Twitter,

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  13. Alyssa on April 12, 2012 at 6:42 am

    I’m not an expert when it comes to this. Cigna is fundamentally different from other health companies. We treat you like a unique individual, not just another face in the crowd. We get to know the real you. The living, breathing person behind the number on your card. It’s an approach that offers a genuinely personal experience, tailored to fit your specific needs – and ultimately to help keep you healthier. When you’re at 100%, you have the strength and confidence to show the world who you really are.

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  21. nootropic on April 26, 2012 at 12:12 am

    The banner ads keep catching my eye so I finally clicked through. It’s a neat little piece of feel-goodness that I was not expecting, which raises the question why would Cigna put this together?

    To encourage the general public to like themselves more?
    Somehow encourage people to take better care of themselves and ultimately bring down healthcare costs?
    Make people feel good about their company and recruit people to their insurance?

    Your thoughts? The Cigna ads are the bright colored ones that flash “Go You” or the time or various other things, just FYI.

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