1. Prevent it. Reward it.
Presented by: Anukriti Kurria, Grace John, Kishan Soni, Jason Gallo
Team D.O.F.H
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2. Agenda Objective 3
The “Young Invincibles” 4
Segmenting Target Population 5
Beliefs and Behaviors 6
Strategic Approach 7
Mobile App Revamp 8 - 10
Lifestyle Sessions 11 - 12
Informative Tactics 13
Competitive Analysis 14
Financial Investment 15
Return on Investment 16
Recap/Future Outlook 17
Questions? 18 2

3. Objective
Our objective is to influence the “Young Invincibles”
to take initiative in their health and well-being by
utilizing the preventative care benefits that are
offered through their health insurance plans
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4. “The Young Invincibles”
• 26 - 33 year olds
• Do not take advantage of
the preventative care
benefits that are a part of
their healthcare plans
• Can’t be bothered
• “I feel healthy, so I am
healthy”
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5. Segmenting the Young Invincibles
Men
• 40% of men in a
survey said they
wanted to change
their behavior to
live a healthy
lifestyle
• 30% visited a PCP
for a yearly physical
exam
Women
• 55% of women in a
survey said they
wanted to change
their behavior to
live a healthy
lifestyle
• 50% visited a PCP
for a yearly physical
exam
Employees
through
Employers• Using preventative
care benefits is a win-
win situation for both
the employer and
employee
• Employers can reach
their employees more
effectively and
efficiently
Men Women Employees through
Employers
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6. Beliefs and Behaviors
Target Market Current Beliefs Current Behaviors Desired Beliefs Desired Behaviors Importance
Employers » “There is no effective
way for me to get my
employees to take
advantage of the
preventative care
benefits
offered by insurance”
» Provides brochures
and pamphlets to
employees with
information about
preventative care but
has not seen any
results
» “We should
implement
preventative health
events more often
because they will
ultimately make our
employees healthier,
more productive, and
it is a cost effective
solution”
» Engages employees
more in preventative
care initiatives and
encourages them to
take advantage of the
provided benefits
»High
Women »“I don’t have enough
time between work
and other
responsibilities to go
see a doctor/get tests
done unless I don’t
have a choice”
»Seeks as little
healthcare consulting
as possible
»“I should make time
to utilize my
preventative care
benefits and take
control of my future
health”
»Takes advantage of
preventative care
benefits and also
influences
family/friends to use
theirs
»Moderate
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7. Our goal is to influence our
target markets to utilize their
preventative care benefits
Two pronged strategic plan
Coach Mobile App
Revamp
Lifestyle Sessions
• Tiered point reward
system
• Ethnic tailored
programs
• Connect Cigna
account number to
app
• Finding specific
doctors in their
network and the
services they
provide
• Target employees
through their employers
who use Cigna
• Cigna sponsored events
at organizations
• Zumba
• Hot yoga
• Blood pressure
checks
• Flu shots
(seasonal)
• Utilize social media to
increase exposure to
health events and app
Prevent It. Reward It.
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8. Coach by Cigna - Mobile App Revamp
TIER 1
- Blood pressure screening
(250 pts)
- Contraceptives (250 pts)
- Dental (250 pts)
- Eye (250 pts)
1000 pts = $20
Tiered Point Reward System
TIER 3
- Cholesterol test (750 pts)
- Diabetes screening (750
pts)
- Testicular cancer (750 pts)
- Breast cancer (750 pts)
3000 pts = $50
TIER 2
- HIV screening (500 pts)
- STD screening (500 pts)
- Vaccinations (500 pts)
- Infectious disease tests (500
pts)
2000 pts = $40
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9. Coach by Cigna - Mobile App Revamp
• Wearable technology
▫ Fitbit
• Workout studios
▫ Barre 3
• Athletic Apparel Stores
▫ Nike, Under Armour
• Spa Services
▫ Massage Envy
• Juice Bars
▫ Yellow
• Beauty and Health Products
Stores
▫ Sephora
• Ticket Wholesalers
▫ Stubhub, Ticketmaster
• Food Places
▫ Starbucks, Honeygrow 9

10. Coach by Cigna - Mobile App Revamp
Ethnic tailored programs
• App will have an optional input for
race/ethnicity
• Illnesses that have a higher prevalence in
certain groups of people will be factored in
• Ex. African-Americans are at a higher risk
for sickle cell anemia
▫ If African-American is selecteed as the
race, the app will use those risk factors to
better inform the user about their health
Account to app synchronization
• App registration will require the patient’s
account number to connect it directly to their
Cigna account
• When utilizing preventative healthcare
services, the HCP will submit a claim through
Cigna which will be connected to the app
• Ex. Patient goes to doctors office for routine
checkup and gets blood pressure measured
▫ The claim will be submitted to the patient’s
Cigna account which will automatically add
250 points to the user’s profile in the app
10

11. Lifestyle Sessions - Employers
Target
employers
Hold
lifestyle
sessions
•Yoga
•Zumba
•Flu shots
•BMI
•Diabetes screening
•Etc.
Utilize
social
media
•Promote mobile
app
•Emphasize
preventative care
•Social media prize
contest
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12. Lifestyle Sessions - Lost Productivity
http://cdn.bipartisanpolicy.org/wp-
content/uploads/sites/default/files/Cost%20Savings%20Analysis%20Supplement_0.pdf
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13. Informative Tactics
● Using Facebook, Twitter, YouTube, and
Instagram as platforms to promote the need
to take preventative action to protect health
● Celebrity endorsement: Katrina Hodgson
and Karena Dawn
○ Both have over 400,000 followers on
instagram
○ Two channels: @toneitup and
@karinakatrina
○ Youtube videos have over 35 million
views
● Emphasize how preventative care services
increases life expectancy
○ Focused on work now, but want to
enjoy life later
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14. Competitive Analysis
Cigna United
Health
Anthem Aetna
Network of
providers
+ ++ ++++ +++
Number of
Preventative
Programs
++++ ++ ++++ ++
Market
Share
++ +++++ ++++ +++
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15. Financial Investment
Strategies Amount Invested
(USD)
Mobile App Revamp $50,000
Lifestyle Sessions (per
company)
$17,000
Celebrity
Endorsement (Social
Media)
$10,000
Total $77,000
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16. Return On Investment
• How will this campaign be beneficial for Cigna?
▫ Better risk management
▫ Saves costs
▫ Opportunity cost
• Lifestyle sessions will build a more loyal customer base from
employers
▫ Benefit from healthier employees and will be more inclined to keep
Cigna
• Example: X Employer – 500 employees
▫ 1% reduction in weight, blood pressure, glucose, and cholesterol risk
factors = $45,000 saved
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17. Recap and Future Outlook
• Strategy recap:
▫ Revamp Coach by Cigna app
▫ Conduct lifestyle sessions in organizations every 4 months
 Utilize social media networks to promote “Prevent it. Reward it.”
• Future outlook
▫ Greater penetration within the “young invincibles” population
▫ Eventually expand and tailor program to cover entire customer base
▫ Turning preventative care into a priority instead of an option
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18. Thank you!
Any Questions?
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