First, the health insurer is building goodwill among its providers by empowering them to answer questions from patients about the name change. That could lead to physicians viewing the payer more favorably as a partner because Cigna is reinforcing its physician-centered culture.
While there are other, more technical and substantive benchmarks physicians use to judge its relationship with any payer, helping physicians maintain good relationships with their patients is a win-win.
Secondly, in addition to educating members of the rebrand, Cigna is also pushing out consistent messaging to members that even though the name is changing, their doctor and their benefits aren't.
"When you think about our consumer, probably the most important thing that they need to hear is, 'My plan is the same; my doctor is the same; nothing is changing in terms of how I'm receiving my healthcare.' We had to use other contact points that are relevant and appropriate… so when the consumer talked to them, the talking points were lined up and ready to share," says Tinsey. "That gives the consumer the confidence and the comfort."
The message that only the name is changing is used prominently both in the television spots airing now, and on the flyer (PDF) that Cigna's network operations team made available to physicians to display in their offices.