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DATA & INSIGHTSDRIVING DIGITAL LEADS FOR CIGNA’S GLOBAL BUSINESS

David BranniganHead of Digital, International Markets, Cigna

4 April 2017

TheMint.com

Amsterdam

2Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2015 Cigna

CIGNA – WHO WE ARE

EMPLOYEES 37,000CUSTOMERS 89 MillionPARTNERSHIPS 1M Healthcare Professionals

ESTABLISHED 1792OPERATIONS 30 CountriesREVENUES $37.9 Billion

INDIVIDUALGLOBAL EMPLOYER

SOLUTIONSINDIVIDUAL + GES


These insights guided our approach to developing engaging digital capabilities. Whilst our experts guide consumers through the complexity, over the phone.

International Schools Finder Country Guides

Quick Quote Capability Expat Resource Centre

Stage 1 - Initial Set Up

• Establish Campaign Structure on Google & Facebook

• Launch Activity & Testing programme

• Analysis, Reporting & Ongoing Optimisation –Cost Per Lead (CPL)

• % Media Spend remuneration model

Stage 2 – Integrate Sales Data

• Including new Salesforce implementation

• Optimise - Cost Per Acqisition (CPA)

Stage 3 – Expansion

• $, Languages, Testing, Retargeting

• CPA based remuneration model

Digital Performance Marketing

• Remuneration based on a Cost Per Sale(verses Media spend override)

• Agency incentivised to enhance performance

• Ability to amortise the solicitation costs over the life of the product – enabling increased acquisition

Agency strengths in;

• Digital lead generation – with experience in similar products (Life Insurance)

• Data Analytics & Reporting

• Rigorous optimisation approach

• Language skills

• A similar global footprint

3 Stage ‘Performance’ PilotNew Agency - NetBooster

4

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Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2015 Cigna

We took a fresh approach to lead generation, with a ‘Performance’ pilot with a new agency, and focusing on German, French & Spanish.

Reach an audience which is actively searching for International Individual

Health Insurance


In Stage 1, we focused on capturing the ‘in market’ audience with Google, and prospecting among Look-a-Likes on Facebook.

Reach an audience which mirrors Cigna Global’s customers

Capture In-Market audience

Reach look a like prospects

High Intent levels

High Targeting Accuracy

High Traffic Acquisition Costs

Mid to bottom conversion funnel

focus

Low/medium Intent levels

High Targeting Accuracy

Medium Traffic Acquisition Costs

Top to middle to conversion funnel focus


Real time analytics at detailed campaign level enables optimisation to achieve target Cost Per Lead (CPL), with daily updates to agree actions.

Key tests;

• Achieving targets - for lead volumes, CPL, sales volumes and CPA

• Language & Location - assumed existing ‘hot spots’ would perform best

• Device Type - assumed higher clicks & conversions on desktop

• Keyword Expansion - assumed higher clicks & conversions on long tail ads

• Ad Copy - featuring international / benefits / quick quote

• Funnel Retargeting - bidding higher on lower (quote form) funnel traffic

• Look a Like Targeting - using existing customer geo/demo data to target

• Creative - refreshing creative & relevance to specific campaigns


Lead volumes

Cost Per Lead

week

Launch Stabilisation Seasonal Growth Budget Cuts

Since launching in October, Cost Per Lead halved , Lead volumes doubled (before budget cuts), and Revenue targets were achieved.


Investment was switched from Facebook to Google, and from Spanish into German, based campaign performance and conversion rates.

German French Spanish

Investment

Leads

Revenue


• Language

• Location

• Device Type

• Keyword Expansion

• Ad Copy

• Spanish – great for leads, not for sales• German – fewer leads, high conversions

• Domestic markets drove sales volumesFrench – France, and also ThailandGerman – Germany, and also USA, Brazil & ItalySpanish – Chile

• Also low cost markets – (Fr) Belgium, (De) S Africa

• Desktop outperformed Mobile 40% longer on web site & 4 x conversion rate

• Long tail keywords reduces CPL & increases Sales- Health Insurance- International Health Insurance- International Health Insurance in Singapore

• Including relevant Ad copy improves performance

Key learnings to date – focusing on long tail ads with tailored ad copy, (especially to German speakers on desktops), paid off.


• Retargeting on the conversion funnel

• Facebook – detailed targeting / Look a Like targeting

• Aligning Targeting, Message & Creative

• Ad formats and Creative Refresh

• Targeting visitors who have visited the quote tool• Bidding higher for more completed forms

• DE expats age 23 – 65• DE expats in USA, age 35 – 50 generated 6 x Sales

• DE expats in USA, big cities, 35 – 50, target with expat image, retarget with Quote Completion prompt.

• Carousel & Canvas• High impact images• Tailored to audience• Regular updates

Retargeting users who had partially completed the quote form, and targeting Look-a-Like users with tailored copy & creative, drove sales.


Cigna’s approach – promote Global principles, with Local implementation.

Pilots now live in Hong Kong, Thailand & Taiwan. Additional markets to follow.

Principles• Performance Digital Marketing• Test & Learn Approach - Risk• Data & Insight Driven

Implementation• Agency selection• Products, Channels & Investment• Sharing learnings & best practices

Clear growth strategy

Strong agency partners

Senior Management Buy In

Customers

Creative attitude to Risk

Data driven decisioning Collaborative, cross functional teams

Customer centric outlook


Organisational alignment has been essential to drive an innovative, customer focused, data and insights driven transformation, across Cigna, globally.

Cigna is committed to helping the people we serve improve their health, well-being and sense of security.

QUESTIONS

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