Healthcare Marketing Impact Awards - 2018

Campaign:
Cigna-HealthSpring Medicare Advantage Relaunch

Client:
Cigna-HealthSpring

In July 2017, Cigna-HealthSpring faced the challenge of relaunching a Medicare and Medicaid health plan that hadn't been promoted for 18 months. That meant rebuilding brand awareness. Consumer research indicated that beneficiaries were focused on "doctors, dollars and drugs." So the campaign zeroed in on a benefits message. The video series utilized several famous "TV doctors" to promote the brand. As result, the plan saw a 210% increase in brand consideration among potential consumers, a 137% increase in brand familiarity and a 117% increase in favorability.

Client Location:
Nashville