In a bid to provide specialized customer service, health insurer CIGNA Corp. (CI) has announced a national brand campaign, with the theme “GO YOU”. The campaign chiefly focuses on providing user-friendly programs along with delivering unique customer service.
The advertisement kicked off yesterday on print, television and the web and is expected to grab instant attention. Though the company has not yet disclosed the cost of the campaign, we expect it to be one of the most significant in the company’s history.
For customer convenience, Cigna has put up a worldwide customers service arrangement which will be available 24/7 throughout the year. Customers will also be able to use their mobile phones with the application “Cigna Mobile” that will help them to locate physicians, hospitals, urgent care facilities, dentists, and pharmacies. With the growing use of mobile technology, more and more people are searching the web on their mobile phones.
With the changing landscape of the health insurance industry since the implementation of the Health Care reform, players in this sector are busy luring customers. This effort on Cigna’s part reflects that it is gearing up to tap the 32 billion Americans who are currently under-insured or uninsured. The company is doing the groundwork to reap the opportunities in 2014, when most of the provisions of the Health Care law kick in.
Increasing health complications are leading customers to seek tailor-made insurance solutions. Cigna is proactively designing customized products for its current as well as potential customers keeping an eye on their ever-changing needs.
Apart from Cigna, the U.S. health insurance industry includes other major competitors like, UnitedHealth Group Inc. (UNH), Humana Inc. (HUM), Aetna Inc. (AET), and WellPoint Inc. (WLP). Going forward, we may come across similar customer centric marketing initiatives from other players as the insurance market goes about tapping 32 billion uninsured Americans.
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WELLPOINT INC (WLP): Free Stock Analysis Report
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