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An Inside Look at Cigna’s Social Media

Cigna, one of the largest healthcare services companies in the nation, was one of the first companies to implement an integrated social media strategy.

By consistently making innovations to their own social media product Cigna has become a leader in healthcare social media standards.

Cigna Facebook page

Cigna uses social media to listen and respond to customers and other stakeholders

Social Media Landing Page

Cigna has several pages for their different divisions that service customers and other stakeholder interests. Cigna has developed a central page as a “landing page” for all of these different sites and pages.  According to Sarah Lindsay with Cigna,

“Cigna wants to be where our customers are. As part of our coordinated social media strategy, we recognized a communications need from our customers, media, and employees for a centralized place to find everything. The social media landing page, launched in January 2011, essentially created a directory of our social media channels to help people quickly locate, track, and engage in our latest announcements, campaigns, and events. In creating a “living” page, we also had the capability to provide a snapshot of what’s happening in that moment in Cigna’s social media community.”

By utilizing the landing page or online newsroom format, Cigna is able to maintain a centralized communication center for their customers. Read the full article at Socialmediatoday.com.

Key Takeaway

Cigna has been able to remain efficient in strategy and cost, proactive and responsive to customer wants and needs, and continues to be one of the front runners in the social media evolution. Theirs is a great example of how a healthcare company can use social media to enhance relationships. By listening to what their stakeholders are saying, Cigna has been able to raise the bar in customer communication strategy.

Over to you: What do you think of Cigna’s landing page strategy? Have you implemented this or similar social media strategy at your organization?

 

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