Rebranding a Medicare Advantage Plan Starts with Physicians
By working closely with its network physicians who are on the frontlines of demystifying health information for seniors, health insurer Cigna is doing things that could reap the company long-term marketing benefits.
Change is tough for all of us. But when it comes to selling health plans to seniors, even a name change can be a bumpy transition. That's where a health plan's relationships with physicians and providers can pay off.
Cigna's new logo
This week, Cigna is running television advertising spots announcing Cigna-HealthSpring, the new name for its Medicare Advantage plans in 14 states and Washington D.C. The rebranding is a result of Cigna's $3.8 billion acquisition in 2012 of Nashville-based HealthSpring, a Medicare Advantage plan provider.
But the real work of helping current Medicare Advantage plan members transition to using the new name and new logo began months ago, in the doctor's office.
"We spent a lot time prior to the launch with physicians and providers," says Mark Tinsey vice president of marketing for Cigna-HealthSpring. "This population is unique and special and one of those kind of special components is [that they] have a very close relationship with physicians."
By working closely with its network physicians who are on the frontlines of demystifying health information for seniors, Cigna is doing a couple of things that could reap the company long-term marketing benefits.