Cigna goes into overdrive with integrated campaign, chatbot, app, and health insurance giveaway

Cigna Hong Kong has been active to the extent that we think someone should take away the coffee from its marketing team's office. Within a short window, the insurance provider has launched an integrated brand campaign, offered hundreds of babies a chance at some free insurance, and launched both an app and an A.I chatbot. 

Here's the rundown:

The campaign

Cigna Hong Kong has launched a new integrated brand campaign, “Make the Right Choice for Your Health”, to promote making better decisions for health and wellness. The campaign features a new TVC and extensive OOH advertising.

The TVC features a child and adult choosing between various everyday options to make life healthier, such as getting regular check-ups, paying attention to diet, and finding time to relax to ensure mental well-being.

“Our new campaign aims to raise awareness of the importance of making the right choices for your health and for your family’s well-being,” said Yuman Chan, CEO and country manager, Cigna Hong Kong. “At Cigna, we empower people to take control of their well-being needs by providing health solutions as well as helping people to make healthier choices in every aspect of their life.”  

Besides the new TVC, the integrated marketing campaign has also rolled out advertisements on digital, social, and out of home. An extensive zone domination in Causeway Bay MTR station and an illuminated "Bright Ring Tram" aim to drive awareness among Hong Kong people.

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Insurance Giveaway

Cigna has also created a surprise for several babies born on “April Fools’ Day”  with the launch of its “Cigna Babies Campaign”, jumpstarting their health journey with health protection.

Children of Hong Kong residents born in the city on 1 April 2019 will get the chance to receive 18 years of complimentary Cigna Voluntary Health Insurance Plan (VHIS) offered by Cigna Hong Kong. With around one baby born in Hong Kong around every 6 minutes, that's about 240 potentially lucky babies with a total of 10 that will be selected to get the free coverage. The campaign coincides with the launch of Hong Kong Government’s VHIS on 1 April, where Cigna introduced three government-endorsed VHIS plans under the scheme. 

“The health of our children is every parent’s top concern. Parents can help safeguard their children’s health and future needs by ensuring they have medical insurance from birth. That’s why we are celebrating the launch of our VHIS plans and giving 1 April babies the gift of health protection,” added Chan.

Mobile App

Cigna Hong Kong is now providing a customized mobile application for its employer customers to access healthcare services. Powered by the Hong Kong-based DoctorNow network, the app allows the booking of virtual consultations with doctors on the network, as well as video conference consultations and specialist referrals.

Cigna’s decision is backed by an in-house 2019 Well-Being Survey, where 45% of Hong Kong-based respondents said they were likely to use telehealth tools if there was an option to consult and obtain a diagnosis from doctors through their smartphone or computer.

Chan said, “With Hong Kong in the bottom five of our global Well-Being Index, and stress continuing to be a major issue, we hope our collaboration with DoctorNow will make life simpler for our customers. We want them to have timely advice and access to quality care, when and where they need it.”

WhatsApp chatbot

Using one of the city's most popular messaging tools, Cigna’s WhatsApp service chatbot was co-developed with local start-up Clare.AI. Customers can use that bot to access information and services, enabling customers to swiftly find a doctor - and their details like opening hours - by name, location, or specialism. The tool can also be used to make a booking. Finally, the bot will be able to be used as a method of making insurance claims, with full service for both individuals and group customers by the end of 2019.

“We are leading the way in transforming health services. The launch of these two innovations demonstrate our commitment to strengthening our digital capabilities to improve customer experiences. We want to simplify health management for those we serve,” Chan added.

Editor's note - Now please Cigna marketing team, from all of us at Marketing, get some sleep.