Cigna 2014 Annual Report Download - page 16
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In 2014, Cigna launched a new brand campaign
with a promise to customers to work together
with them to lead healthier, more secure lives.
Our brand promise, Together, all the way.SM is
based on insights rooted in research and
experience, which tell us that customers want
us to work as their partners. When it comes to
staying well – physically, financially, emotionally –
we’re with our customers all the way.
Affordability and personalization
Aordability and personalization are central to
our brand promise. Aordability means helping
customers find the right care, at the right price.
Aordability also compels us to help customers
get the most value from their benefit plans – and
to help them lower their costs as their health
improves. One important way we do this is
through maximizing the relationship between our
customers and health care professionals to help
customers get quality, cost-eective care.
Personalization means we use the insights we’ve
gleaned from customers to segment individuals
into groups with common needs. This allows us
to deliver personally relevant products and services
to each group of customers.
Keeping our promise
Evidence of how we provide aordability and
personalization can be found in the United States
and around the world. For example, during the
2014 fall benefits enrollment period, millions of
United States Cigna customers were introduced
to Cigna Health Matters
SM, a way to make health
management more interesting by combining our
health coaches, mobile applications, social media
and games to help customers and their families
evaluate their health, find tools to improve their
health, track their progress and earn rewards.
Additionally, Cigna and Samsung teamed up to
create a digital health coaching tool that fits in
the palm of customers’ hands. “Coach by Cigna”
is available at no additional charge to Samsung
Galaxy S®5 smartphone and Note®4 users around
the globe. This app helps customers collect and
evaluate their health and wellness progress,
create a personalized lifestyle improvement
program, and ultimately achieve their health
and wellness goals.
Another example of how we live the brand
promise is through the work of Cigna-
HealthSpring®, which serves our Medicare
and Medicaid customers. After a successful
pilot in Tennessee, we’re expanding our heart
Cigna uses its deep insights to connect customers
with innovative, personalized products, programs
and services.
14 USING INSIGHTS