Cigna advances rebranding efforts
The payer says it was evolving its brands to reflect its growing portfolio of businesses and better serve customers.
Photo: Mikolette/Getty Images
With a growing portfolio of businesses, major payer Cigna is engaging in a rebranding initiative that will unveil three distinct brands within the company: Cigna Group, Cigna Healthcare and Evernorth Health Services.
The new holding company name is The Cigna Group, the company announced. It employs more than 70,000 people and maintains sales capabilities in more than 30 countries and jurisdictions, the organization said.
Of the sub-brands, Cigna Healthcare is the health benefits provider of The Cigna Group, serving customers and clients through its U.S. Commercial, U.S. Government and International Health businesses.
Evernorth Health Services, meanwhile, partners across the healthcare system to serve customers and clients, including health plans, employers, government entities and others. It creates pharmacy, care and benefits solutions, and its capabilities are powered by Express Scripts, Express Scripts Pharmacy, Accredo, eviCore, MDLIVE and myMatrixx.
WHAT'S THE IMPACT
The Cigna Group, Cigna Healthcare and Evernorth Health Services will update branding in customer, client, healthcare provider and public communications over time, the company said.
Last summer, Cigna said it was expanding the reach of its Affordable Care Act marketplace exchange plans. Cigna health plans are now available on the individual exchange in three new states – Texas, Indiana and South Carolina – as well as in additional counties in Georgia, Mississippi and North Carolina.
According to Charles Berg, president of Cigna's U.S. Government business, the expansion was spurred in part by what the company perceives as " a significant need for a competitive and sustainable individual market."
These new markets have the potential to reach about 730,000 additional customers in 2023, the insurer said.
Cigna also expanded its Medicare Advantage plans last year. It grew into 108 new counties and three new states – Connecticut, Oregon and Washington – increasing its geographic presence by nearly 30%.
As part of the expansion, Cigna said most current customers will pay the same or lower premiums and promised that every market will have at least one $0 premium plan. Other benefits will include a social connection program to combat loneliness, customized plans for people with diabetes, and incentives for annual wellness exams and other preventive care.
Cigna has increased its geographic presence in MA by 80% since 2019, the insurer said. The company now offers plans in 477 counties across 26 states and the District of Columbia.
THE LARGER TREND
Cigna caused a stir recently by filing a lawsuit against CVS Health and Amy Bricker, who until recently served as head of Express Scripts, Cigna's pharmacy benefit manager subsidiary. Bricker had been slated to join CVS Health as the chief product officer for its consumer segment.
The lawsuit alleges this violates Cigna's noncompete agreement, with the company saying it would be "immediately and irreparably harmed" if Bricker's hire is allowed to continue.
The lawsuit was filed in late January in U.S. District Court in Missouri federal court. Cigna demands a jury trial.
Twitter: @JELagasse
Email the writer: Jeff.Lagasse@himssmedia.com
