THE GOLD STANDARD AWARD FOR FINANCIAL COMMUNICATIONS
Sponsored By: AmCham China
Winner: Cigna International Markets: Live Well: 2017 Cigna 360 Well-Being Survey
The award was presented by Kurt Tong, US Consul General to Hong Kong and Macau
Cigna is a global health insurance company with operations around the world. Its mission is to improve the health, wellbeing and sense of security of the people it serves.
In 2016, the focus of attention was on a potential merger between Cigna and Anthem, which in the end did not take place. At the same time, Cigna, like other health insurers, operates in an environment undergoing dramatic change. Medical costs outstrip inflation; rising chronic diseases and an ageing population impact claims and premiums; there is increasing employer and workforce focus on wellness; and, of course, digital technology is changing the way people receive healthcare and buy insurance.
Based on research studies in 2013 and 2015, Cigna knew its customers were deeply concerned about these issues and how to manage future health costs.
It created a campaign to address these topics while reinforcing Cigna’s position as an insightful, engaged and trusted authority on how to help people’s health and wellbeing. It also wanted to create a new voice for Cigna International Markets to prove it was “more than a merger”.
It undertook a multi-country research study that looked at five key components of a person’s health — physical, financial, work health, family health and social. It wanted to generate media and digital awareness of Cigna’s customer-care and deep understanding of the key issues impacting healthcare and health insurance; communicate directly with customers and sales partners and talk about the issues they care about, rather than products; ensure that local market insights were highlighted, while maintaining international Cigna branding.
It conducted research among more than 15,000 people in 20 countries in December 2016 and January 2017, talking to both expatiates, an important segment, and those living in their home countries.
It found that people were deeply concerned about the level of health benefits offered by their employers. More than half of expatriates considered insurance coverage a very important factor when moving overseas, but 40 percent had no medical benefits.
People in general are not planning for longer life and higher health costs. Some 66 percent said workplace wellness programmes were an important retention factor; 78 percent believed digital technology could bring good health to more people; 59 percent use or plan to use a healthcare app in the next 12 months.
The survey was widely distributed among the media, backed up by videos and infographics distributed via Facebook, LinkedIn, Twitter, WeChat and YouTube.
An interactive quiz was devised for viewers to compare their results to the survey.
The result was 100 percent more media coverage, with nearly 500 positive articles in Tier 1 and Tier 2 target media outlets, all unrelated to the merger.
The initiative generated $5.6 million in PR value.
Cigna did not appear at key conferences in 2016; this research allowed it to re-engage. Its findings were included in more than 75 client, broker, new business and internal presentations.
Through the communications campaign and an innovative research study into health issues critical to customers, Cigna has completely changed the news agenda. It surpassed expectations — it reinvigorated brand awareness; achieved a significant increase in non-merger media coverage; developed new or stronger relationships with the media; engaged directly with customers and sales channels; and developed new products.
Because of this year’s success, Cigna is rolling out the campaign to more markets than originally scheduled and will repeat the campaign next year.
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