Cigna has unveiled its new TV Doctors of America campaign to encourage people to improve their health by going for their annual check-up, knowing their biometric numbers for blood pressure, cholesterol, blood sugar and body mass index (BMI), and taking control of their health. Supporting Cigna’s effort are actors Patrick Dempsey, Donald Faison, Neil Patrick Harris and Kate Walsh. All four actors starred as doctors on TV and are striking doctor poses, donning scrubs and using their celebrity influence to shine a spotlight on preventive care and the importance of going to a real doctor for an annual check-up that can help save lives.
The campaign was designed again this year by McCann NY who did the previous years campaign.
“Cigna is proud that our continuing efforts have helped raise awareness of the importance of preventive care, and have actually driven a six percent increase in preventive care visits among Cigna customers,” said Stephen Cassell, Vice President, Global Branding, Cigna. “We hope that hearing from our new TV Doctors ensemble this fall will spur even more people to take action and schedule their annual check-up. The talented TV Doctors cast is personally committed to helping people improve their health, and they’re helping us use humor to bring an urgent health message to the American public in a light-hearted way.”
Cigna’s preventive care mission is steeped in a desire to save lives. The Centers for Disease Control and Prevention (CDC) estimates that 100,000 lives could be saved if everyone got the recommended preventive care they needi, which often starts with seeing a doctor for an annual check-up. But Americans use preventive services at only about half the recommended rate despite it being covered by most health insurance plans, prompting Cigna to launch the campaign to increase awareness of how a simple step can have great benefits.
The 2017 TV Doctors will appear in many platforms across television, digital and social channels. TV Doctors remind consumers to know their four health numbers for blood pressure, cholesterol, blood sugar and BMI, which are responsible for the majority of preventable chronic disease and are the main drivers of managing and reducing health care costs.
Additionally, Cigna has been supplementing its wellness campaigns – best illustrated by the TV Doctors – with a grassroots Health Improvement Tour. In 2017, this cross-country initiative has delivered nearly 7,000 in-person, free biometric screenings for blood pressure, cholesterol, blood sugar and BMI to nearly 65 cities at 100 events nationwide. Across the country, Cigna has helped participants become aware of high blood pressure, cholesterol and blood sugar levels, and counseled people on how to follow-up and seek medical support. A Cigna health study showed that understanding simple personal information about these four health numbers can help individuals save as much as $1,400 a year in out-of-pocket costs.
Cassell said, “Our goal is to change the way Americans think of health care from treating sickness to encouraging preventive care. By getting the right health services, people are taking steps to increase their chances for living a longer, healthier life.”
Last Year’s Campaign
This is a follow on from last years similar campaign which starred an amazing ensemble of actors including Alan Alda, Patrick Dempsey, Lisa Edelstein, Donald Faison and Noah Wyle.