Cigna Healthcare's campaign debunks misconceptions surrounding health insurance

Cigna Healthcare Hong Kong has debunked misconceptions surrounding health insurance among Hongkongers with a digital-led campaign to engage the public on health insurance. 

The campaign rides on findings of a study by the Hong Kong Insurance Authority in 2022, which showed that Hong Kong consumers have moderate insurance literacy. The study also found Hong Kong consumers have limited knowledge of protection and exposure needs. 

The survey also found that 72% of respondents often relied on the advice and experience drawn from family members or friends when contemplating acquiring insurance. Around 20% of the respondents read neither policy details nor brochures.  

Running from 16 September until mid-October, the innovative “living” campaign aims to educate the public on health insurance and generate continuous content that evolves around customers’ needs.  

Targeting mass audience aged between 18 and 45, the campaign also aims to promote healthcare literacy in Hong Kong and strengthen Cigna Heathcare Hong Kong’s leadership in the health insurance market, by sharing essential health information and highlighting the significance of insurance as a risk-management tool.  

Themed around the concept of “Know more, protect yourself more” (識多啲，保障自己多啲), the campaign features engaging yet informative content that emphasises the importance of being well-informed when selecting health insurance, especially in the context of rapidly rising healthcare costs. 

The campaign also comes with an education campaign slogan, “You need to know”, strategically incorporates “Cigna”, which rhymes with the Chinese pronunciation of “Cig識” “na喇”, into all messages, enabling brand recall and encourage customers to proactively learn about health insurance, specifically, Cigna’s insurance products to protect their interests. 

“This ‘living’ campaign is a bold move from Cigna Healthcare Hong Kong, to proactively respond to market sentiment, acknowledging that health insurance is complex, and can cause customer misinformation and frustration if customers do not have adequate knowledge,” said Cigna’s spokesperson when MARKETING-INTERACTIVE reached out.  

Done in collaboration with local creative agency Hungry Digital, the campaign utilises creative content leveraging both mass and targeted communications channels. It includes large-scale out-of-home billboards at key transportation hubs, interactive digital ads, and videos on social media platforms.  

Cigna Healthcare's goal is to reach high-traffic touchpoints with relevant educational content that addresses the specific healthcare needs of different groups, said the spokesperson.  

“To better convey complex health insurance concepts, we also utilise bite-sized animated videos to make insurance concepts interesting and easier to digest,” the spokesperson added. 

Stanley Tong, chief customer officer, Cigna Healthcare Hong Kong, said: “At Cigna Healthcare Hong Kong, we are committed to improving the health and vitality of the community we serve. Our latest ‘Know Health, Know Cigna Healthcare' campaign not only aim to educate consumers about health insurance, but also addresses common misconceptions, helping them understand their health needs more effectively. We strongly believe by empowering our customers to know more, the knowledge acquired can protect them more.” 

Rudi Leung, founder and director, Hungry Digital, said: "Creating this campaign was about bridging the gap between healthcare jargon and everyday understanding. We wanted to simplify complex health insurance concepts to make every average consumer relatable while reinforcing Cigna Healthcare Hong Kong as a thought leader in the industry." 

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