Elaborated Marketing Strategy of Cigna – An American Multinational Managed Healthcare & Insurance

Updated on: Sep 14, 2022
Marketing Strategy Of Cigna - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous blog, we talked about the marketing strategy of Progressive. This time let’s dig into the Marketing strategy of Cigna.

Cigna is a United States-based insurance company providing health care services to improve the health and well-being of people in the United States. To date, the company has more than 180 million customers connected from 30+ different countries and jurisdictions. The company’s close partnership with colleagues and customers has allowed the company to create personalised solutions and advance the whole-person health system.

Cigna now operates in 30 countries, has approximately 70,000 employees and manages around US$155.451 billion in assets. The company ranked No. 13 in the 2021 Fortune 500 list of the largest United States corporations by total revenue. Why? This is because Cigna is committed to building a better, more sustainable health care system by lowering health risks, fostering health equity, improving health status, promoting preventive health interventions, and focusing on a whole person’s health. 

Another aspect that made Cigna the giant it is now is its marketing efforts. As the world goes online, marketing is changing. If you are interested in learning about the latest – check out our Free Masterclass on Digital Marketing by the CEO and Founder of IIDE, Karan Shah.

But, before we begin with the Marketing strategy of Cigna, let us learn more about Cigna, the company’s history, target audience, and digital presence.

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About Cigna

Marketing Strategy of Cigna - Cigna

The two largest and oldest insurance companies in America named Connecticut General Life Insurance Company (CG) and Insurance Company of North America (INA) merged in the year 1982 to form Cigna. The name Cigna is derived from the mix of letters from the merging companies that are CG and INA. The people of the United States and selected international markets are the primary customers of Cigna’s insurance offerings including Medicare and Medicaid products and health, life and accident insurance coverages. More than 70,000 people in the global workforce are dedicated to the company’s mission. The majority of their insurance subsidiaries are provided through employers and other groups. The insurance company also runs a full-service staff-model health maintenance organisation named the Cigna Medical Group in the Phoenix metropolitan area.

Quick Stats on Cigna
CEO David Cordani
CMO Kristen Lauria
Area Served All over the world
Industry Health services
Market Share/ Revenue 40% in FY18
Vision To improve the health, well-being, and peace of mind of those we serve by making health care simple, affordable, and predictable.
Tagline We help you live a healthier life.


The Marketing Strategy of Cigna

Cigna Global Insurance focuses on traditional marketing channels such as television and print advertisements in the various countries where they operate. These advertisements cover insurance products and are typically societal and human behaviour patterns.

Segment, positioning & targeting

Market segmentation is a marketing strategy that outlines specific groups of customers in order to present specific products or product lines to them in a manner that is beneficial to their interests.

Cigna Insurance customers are the general public, which includes individuals, commercial and corporate customers. Various products and services, such as general insurance, life insurance, healthcare insurance, and so on, are tailored to these market segments.

A market target is a group of people who share certain characteristics and have been identified by such a company as prospective consumers for its products. Private or public individuals are among the Cigna Insurance target groups.

Brand positioning entails arranging for a product to occupy a clear, distinct, and desirable place in the minds of targeted customers compared to competing products, which is accomplished by developing competitive positioning for a product and a detailed marketing mix.

Cigna positions its brand’s relation to various societal issues, trends, and human emotions such as climate change, true love, and what can go wrong in the advertisement storyline, which positions the brand not as a business entity solely interested in money and profits, but as an entity that can relate to various human emotions and needs.

Marketing Campaigns

Foundation Commits $3 Million to Help Local Nonprofits Address Childhood Hunger and Mental Health This School Year

Marketing Strategy of Cigna - Campaign 1

On August 18, 2022, Cigna Foundation announced more than $3 million in donations to local nonprofits to help manage childhood hunger and mental health concerns as schools return to session. Ingenious programs spanning communities in 16 states will receive critical financial support encouraging them to thoroughly impact thousands of children across the country.

Offers Medicare Advantage Customers Rides To Cooling Centers at No Extra Cost

Marketing Strategy of Cigna - Campaign 2

As you all know global warming is heating the entire planet, Cigna offers medicare advantage customers rides to Cooling Centers at No Extra Cost. More than 650 people in the United States die each year from heat-related illnesses. This campaign of Cigna helped a lot to save the life of more than 600 people this year. Many people took advantage of this campaign. 

On-Demand Virtual Care Easier and More Convenient Through Expanded MDLIVE Services

Marketing Strategy of Cigna - Campaign 3

As the corona was around in 2021, Cigna announced virtual care that made the patients easier to communicate with the doctors. The services included digital-first primary, dermatology, behavioural and urgent care.  Additionally, MDLIVE physicians joined Cigna’s group of collaborative care providers, giving them access to patient’s health information for a more connected, coordinated experience. This campaign helped the patients a lot during the pandemic period. 

Social Media Marketing

On social media, Cigna is in fierce competition with other companies in its sector. Cigna has an overwhelming number of followers, engagement on posts and a great social media presence on Facebook, Twitter, Instagram, LinkedIn, etc in addition to its website.

Instagram: 20.3K
Linkedin: 38.4K
Twitter: 26.7K

Cigna’s most-followed social media account is Linkedin with 38.4k  followers. But they are equally active on all four social media platforms mentioned above. 

Hey, If you want your business to get success on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term SEM course offered by IIDE in which you will get everything you are looking for to know-how marketing works on social media.

SEO Strategies

Marketing Strategy of Cigna - SEO

According to SEO rankings, the number of keywords- below 500 is bad, above 1000 is good, and 10000+ is amazing. As we can see, https://www.cigna.com/about-us/ 3,425,381 has organic keywords, and it is considered out of the league. Hence, the digital marketing of Cigna is gaining an unexpected number of insights.

Further, the organic traffic per month is 12,732,314 which is again very astonishing. As a result, Cigna is putting full effort into its SEO strategies for better promotion of the brand. While the brand is working hard enough to strengthen its position in Google SERP results.

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, may be a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

Here, Cigna works with various popular influencers in the field of healthcare and therapists by sharing inspiring content that captivates healthcare. 

Ecommerce Strategies

Cigna also has its website through which it sells health insurance. It is a very user-friendly website. As soon as we go on their page we get an option to enter details and based on these details we get quotes on the price of various insurance policies. To start buying insurance on Cigna we need to register ourselves and sign up and we are good to go. We can buy, claim and renew our policies from the website itself and it is instantly done without having to wait.

Mobile apps

Marketing Strategy of Cigna - Mobile App

  • Find in-network doctors, care, and cost estimates
  • Get access to 7 million+ verified patient reviews from other Cigna corporation members
  • Connect with virtual care (telehealth) providers, 24/7
  • Print or view your Cigna ID card
  • Manage prescriptions or find a pharmacy

Content marketing strategy

Cigna is a social media powerhouse. The post content is about their products as well as social and environmental issues. In addition, press releases about their products are distributed through other traditional media outlets.

This ends with an elaborative marketing strategy of Cigna. Let us conclude our learning below from the marketing strategy of Cigna.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique about Cigna Marketing?

Cigna is a well-known insurance brand with a significant global presence. In the SWOT analysis of Cigna, we observed that the company is heavily reliant and enjoys strong brand recognition and trust with its customers. It has a strong distribution network and has reached across all the markets it serves, but suffers from an increasing number of suppliers in the same space and better R&D efforts by its competitors.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Cigna has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Cigna check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Cigna, and do share your thoughts on this case study marketing strategy of Cigna in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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