Rebranding a Medicare Advantage Plan Starts with Physicians
Tinsey says Cigna-HealthSpring is running two TV spots in the Bravo market to help get consumers and members familiar with the name and logo. Both are sixty-second spots; both convey a call to action to contact the company for more information. It's meant to be a lead generator for the Cigna-HealthSpring sales force, especially on the ramp up to open enrollment this fall.
In addition to the traditional television and monthly newsletter to its members, Graham Harrison, director of communications for Cigna-HealthSpring, says the company will be keeping track of consumer and member engagement via social media.
"Facebook is the channel we will focus our efforts on," she says. "We know that seniors are on Facebook; it's definitely the channel we're relying on most."
Tinsey says he anticipates doing another survey of brand awareness and brand acceptance for the new name in about six months.
"I want to get through the annual enrollment period," he says. "When that dust settles, that will give us another opportunity to measure how well the brand did."
Jacqueline Fellows is an editor for HealthLeaders Media.
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