Dive Brief:
- Cigna has kicked off a new branding campaign designed to move from a self-empowerment message to reassurance that the payer is there to help and protect consumers.
- The new campaign springs from global surveys concluding that consumer perceptions of "well" and "healthy" include not only notions of physical, mental, and spiritual health, but also the desire to be sure that health problems won't lead to financial hardship.
- Cigna's new messages are designed to let consumers know that the company is aware that it isn't easy to stay well, and that Cigna is there to help individuals and families so they don't have to face that challenge alone.
Dive Insight:
Prior to this campaign, Cigna had themed its marketing with the empowerment message, "Go You." But now, payers are being forced to admit that even sophisticated consumers may have difficulty working the healthcare system, and that they need help from insurers to successfully navigate this maze.
Cigna's new branding approach underscores that actively health-aware individuals need support -- both medically and financially -- too. If successful, the campaign could win over consumers who want an active healthcare partner. Time will tell, however, whether a company the size of Cigna can actually give consumers a sense of personal support.