Organizational Communication in the News
Case Studies of Organizations and Organizational Communication in the Media
Insurers Seek to Soften Their Image, No Matter How Court Rules on Health Act
The new efforts include themed messages like a “Go You” campaign by Cigna, as well as loyalty and rewards programs that take a page directly from the marketing playbook of traditional retailers.
The campaigns represent a departure for insurers, who had previously directed their marketing to wholesale business accounts, not individual consumers. The shift in strategy may become necessary no matter what happens with the health care act, but it is fraught with challenges for an industry that is better known for causing consumer headaches than for curing them.
Story length: 1,139 words
Access the full story here.
Advertisements
Creative Commons
Organizational Communication in the News by Rahul Mitra is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
Advertisements
