Cigna: TV Doctors of America

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Cigna: TV Doctors of America

Heading into the all-important health insurance open enrollment season, Cigna needed a campaign that continued on its mission of promoting preventive care, but with a new angle. To drive awareness and consideration for Cigna while also driving Americans to get a potentially life saving annual check-up, Cigna decided to switch things up by using unlikely spokespeople: fictional doctors.

Through a robust mix of primary and secondary research and insight gathering, we strategically assembled the TV Doctors of America, a cross-generational ensemble of fictional TV doctors on a mission to save real lives. Along the way,...

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