Cigna: For the first time ever, TV doctors save real lives

Cigna, a global health services brand, harnessed the popularity of famous TV series doctors to encourage US viewers to sign up for preventative care consultations.

Campaign details

Advertiser: CignaBrand: CignaAgency: EdelmanCountry: United States

Overview/challenge

Americans use the health system for sick care, meaning they only see the doctor when they're not well. Specifically, Americans only use preventive services at about half the recommended rate, even though it's covered with most insurance. In addition to the human toll this takes, this disconnect costs consumers and the system billions every year. Cigna is trying to move America to thinking about taking care of themselves beforethey have to see the doctor because wellness and preventive care can help save...

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