Cigna flips brand message from “sick care” to “well care”

Geoffrey Precourt

Cigna, the health insurance service company, successfully built deeper engagement with consumers through shifting its marketing focus.

Cigna, the Bloomfield, Connecticut-based health-services organization, had seen enough imagery of yoga, babies, and happy families – the kind of visual codes that make every piece of category marketing look like a me-too imitator of the competitive set.

“As a health-services company present in more than 130 countries with 95 million customers, we wanted to change the conversation,” Stephen Cassell, Cigna’s vice president/global branding, said at Advertising Week New York 2018.

“So many different factors – from physical, emotional, financial, social and spiritual wellness, as well as a sense of security – are constantly challenging people. How do you get...

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