Familiar TV docs help Cigna deliver new marketing campaign

Patrick Dempsey, Alan Alda and other beloved actors who have portrayed doctors are part of the prevention initiative, ‘Go. Know. Take Control.’

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The company’s $9 million “Take Control” campaign —expected to include a strong presence on social media—launched on Thursday morning news programs.

The Hartford Business Journal reported Cigna’s goal is to improve conversations between patients and providers:

Actors Alan Alda, Patrick Dempsey, Lisa Edelstein, Donald Faison and Noah Wyle put on scrubs and white coats to deliver the message to Cigna customers that saving lives is in patients’ hands with a focus on preventative care. The attention-grabbing actors will appear on television, digital and social media channels, using their star-power to convince consumers to get annual checkups, know key health numbers for blood sugar, cholesterol and blood pressure, and take control of their health.

A company press release explained the choice of actors for the multimedia campaign:

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