Cigna Paper
Competition, Marketing Mix, and Pricing
Gigs Foster
HSA 305
Professor Charmaine Rhames
June 3, 2013
Today, most people purchase health care insurance through their employers. Since the rise of the Obamacare and other global insurance companies have made their way to the market people are now choosing individual insurance company. Some insurance companies may offer individual or family policies or even student policies, but finding the best policies and provider depends on how well the marketers use the marketing strategies as well as the marketing mix. Cigna is a medical group which was started back in 1968 by nine internal medicine physician in a small office. “Now 38 years later, this medical group has grown from one small office to one of the Valley’s largest multispecialty health care providers.” Cigna offers many products and services to their customers, such as medical, dental, disability, life and accidental insurance. This insurance also offers other subsidizes products and services to customers which include supplemental care meaning a nurse or aide would come by to provide care for a customer of some type, this is call personal care. Behavior health meaning either counseling or medication will be involved. Customers have a choice of what pharmacy to use for medication refills and pick up. All customer with Cigna are authorized at least one visit to the Optometrist every two years for exams and glasses.
Marketing mix is based on price not the factor that decides whether the customer will buy a policy or not. Products needed by Cigna can be obtained from other companies therefore it is very important for Cigna marketers to promote their insurance hoping the customer will believe the insurance is the best.
Cigna uses large companies to obtain most of their customers, their maybe a few individual policies as stated earlier, due to the way the policy is set up the policy is geared toward large companies. Choosing the right policy for the
Gigs Foster
HSA 305
Professor Charmaine Rhames
June 3, 2013
Today, most people purchase health care insurance through their employers. Since the rise of the Obamacare and other global insurance companies have made their way to the market people are now choosing individual insurance company. Some insurance companies may offer individual or family policies or even student policies, but finding the best policies and provider depends on how well the marketers use the marketing strategies as well as the marketing mix. Cigna is a medical group which was started back in 1968 by nine internal medicine physician in a small office. “Now 38 years later, this medical group has grown from one small office to one of the Valley’s largest multispecialty health care providers.” Cigna offers many products and services to their customers, such as medical, dental, disability, life and accidental insurance. This insurance also offers other subsidizes products and services to customers which include supplemental care meaning a nurse or aide would come by to provide care for a customer of some type, this is call personal care. Behavior health meaning either counseling or medication will be involved. Customers have a choice of what pharmacy to use for medication refills and pick up. All customer with Cigna are authorized at least one visit to the Optometrist every two years for exams and glasses.
Marketing mix is based on price not the factor that decides whether the customer will buy a policy or not. Products needed by Cigna can be obtained from other companies therefore it is very important for Cigna marketers to promote their insurance hoping the customer will believe the insurance is the best.
Cigna uses large companies to obtain most of their customers, their maybe a few individual policies as stated earlier, due to the way the policy is set up the policy is geared toward large companies. Choosing the right policy for the
References: Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. San Francisco: Jossey-Bass. Marshall, B. (2013, May 1). Cigna Health Insurance. Retrieved June 3, 2013, from http://www.healthplanone.com/healthinsurancecarriers/cigna/ Unknown (2009, December). Welcome to Web Books Publishing. Retrieved June 3, 2013, from http://www.web-books.com/