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Rebranding a Medicare Advantage Plan Starts with Physicians

Jacqueline Fellows, for HealthLeaders Media, June 5, 2013

To get physicians ready for the new name and logo, Tinsey says it was a two-phase, two-month process. In March, Cigna-HealthSpring started to educate network operations team on the name and the logo. Over the course of a month, the team, which goes out to educate physicians, put together a presentation for providers, a list of FAQs for physicians' offices, and a flyer that would be left for physicians to have available for patients.

The second phase, which lasted for three to four weeks, included visiting physicians and telling them what would be happening and what types of questions to expect from patients affected by the change.

"We tried to put ourselves in the minds of the customer," explains Tinsey. "[It's] for the physician and the physicians' staff to make sure they all felt properly prepared."

Tinsey says other key stakeholders were the sales force and brokers. They got an equal amount of attention to make sure that they were comfortable and confident in explaining the transition and name change to potential clients.

Frequent contact with physicians allows Cigna to track how the name and logo are being perceived, too, though he is confident both are being received well, based on feedback from the focus groups it conducted before choosing a name.

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