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TV Doctors of America

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2017

Brief:
For 2016's open enrollment period, Cigna aimed to boost its awareness, familiarity, and consideration with a campaign that built on its existing preventive care platform. To overcome distrust, we were tasked with creating a breakthrough idea to change perceptions of both Cigna and the health insurance category. Specifically, our goal was to drive awareness around the importance of the annual check-up, which is covered at 100%, and to drive Americans to book appointments with their doctors.

Solution & Cultural Context:
Doctors have been telling people to go for their annual check-up for years. But we knew through insights from the U. S. Center for Disease Control that not everyone was going for one. How could we encourage them to go? Introducing Cigna’s TV Doctors of America, a team of pop culture’s most iconic fake M.D.’s, all brought together to get Americans to a real doctor. They may not know how to read an X-Ray, but they do know that seeing a real doctor for an annual check-up could save your life.

Navigational Instructions:
Going for an annual check-up is just the start of a wellness journey. To complement our campaign message, we built a microsite for customers and non-customers alike that provides information about the key health numbers learned during a check-up and methods for keeping those numbers in a healthy range. All housed in a simple navigational framework: “Go” (to the doctor for your annual check-up), “Know” (your key health numbers), and “Take Control” (of your health).


Results:
During the campaign, we saw great lifts in brand sentiment. While the competitor’s averaged only 10% positive sentiment during the campaign period, we saw measures as high as 63% positive sentiment, the highest ever for the brand.

Most impressively, the campaign is making an impact. Nationally, after the first month of the campaign, Cigna saw a 6% increase in adult preventive care customer visits over 2015 with an averaged 11% increase in markets we targeted

Insights:
Today, the U. S. Center for Disease Control (CDC) estimates that Americans use preventive care at only half the recommended rate. At the same time, the that organization also estimates that as many as 100,000 lives per year could be saved if every American went for their annual check-up. These two findings confirmed for us that our preventive care platform was still as relevant and important as ever for our 2016 campaign.

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