Americans use preventive services at only half the recommended rate, says a recent Centers for Disease Control study. And Cigna is looking to change that, one patient at a time. The insurance company’s ‘"America, Say Ahhhh’":http://www.cigna.com/takecontrol/ campaign looks to make a values-based connection with people focused primarily on stability and protecting their families.
“A healthier you begins with an annual check-up. So Go. Know. And take control of your health today,” advises Cigna on its web site. TV ads show people vacillating on daily decisions from ordering meals to explaining homework assignments to their child. “You probably say ahhhh a million times a day,” explains the voice over, “But at Cigna, we want to help everyone say it once a year,” referring to an annual doctor visit.
Facebook posts include tips on how to stay healthy. And the Health & Well-being library offers helpful checklists, tips from wellness coaches and downloadable apps to help patients take control of their health.
The Six Primary Values Drivers
Backed by decades of psychological research, values serve as the guiding principles in one’s life. They form the baseline of decision-making: where we work, what we buy, what we say. We leave traces of them on social media, and in online reviews and comments. Beyond basic demographic data, our values offer greater insights into purchase decisions and consumer behavior.
Using Zenzi’s values-based segmentation methodology, Security Seekers are one of six primary values types by which customers can be classified. From Zenzi’s analysis, we’ve found that Cigna’s campaign is speaking directly to the heart of security-focused individuals.
Security Seekers, in particular, tend to focus on family safety more than other values types. Psychological research also confirms that they tend to gravitate more toward routine jobs and tend to resist new experiences or unfamiliar territory. They are active on social media, where they like to share their experiences with friends and family. For more on speaking to patient needs with values marketing, access this SlideShare.
One of the most intriguing facets in Cigna’s Security-targeted campaign is the video ad they directly injected into a skit on the Jimmy Kimmel Show. By using humor to underscore the importance of routine preventative care, Cigna is effectively encouraging security-focused people to take control of their health, even though they may initially resist it due to their fear of change.
Visited by Marty McFly & Doc Brown of Back to the Future, Kimmel puzzles with them in front of the audience over how little things have advanced in 30 years. Midway through, the ad is interjected when an announcer urges the crowd to quiet down, "Folks, we have a lot of fun. But Cleto (the show’s band leader) right now is telling us just how important it is to get your annual checkup and take control of your health. He has slipped away to indulge in a quick otoscopy in the “Cigna Checkup Room.” Again, Cigna is reminding Security Seekers and others of the importance to take time for their health.
In another skit, the show’s Cousin Sal fills in for a salesperson so she can get a routine checkup. He talks customers out of pricey purchases, drops boxes on them and messes things up until she returns with a positive bill of health.
Increasingly, health care leaders like Cigna are realizing the power of values marketing. Through actively listening to patients, health care marketers can gain revealing and predictive insights on the hearts and minds of their patients. They can use this understanding to more effectively communicate with them through their core values.