Rebranding a Medicare Advantage Plan Starts with Physicians

Jacqueline Fellows, for HealthLeaders Media , June 5, 2013

"If people were aware of the name Cigna, it [the brand name] scored very high. If people were not aware of either Cigna or HealthSpring, then the name HealthSpring, scored really well. So we really felt by bringing together the names, we had a great one-two punch… names that if you're aware of them, they're powerful, and if you're not aware of them, then the name Healthspring can really resonate," he says.

The new logo uses Cigna's imagery of the tree of life as well as the company's blue and orange colors. While it does entirely replace HealthSpring's logo, it won't be a huge change because the HealthSpring logo was also an illustration of a tree that isn't too dissimilar from Cigna's.

The name change is going to be a little harder for Bravo Health customers in Philadelphia. Bravo Health was bought by HealthSpring prior to the sale to Cigna. When HealthSpring bought Bravo Health, the name stayed the same, so it will be the first time for customers in the Bravo market to hear or read the name HealthSpring, but not Cigna, as Tinsey points out.

"Bravo Health had a good strong brand in Philadelphia, where Cigna is also well known and well-regarded," he says. "That's one of the reasons we felt good about the transition."

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