Personalization is a hot topic among loyalty marketers because of its potential to ignite customer engagement and customer loyalty.
This premise isn’t lost on officials at Cigna Corp., a global health service company dedicated to helping people improve their health, well-being, and sense of security.
Cigna President and CEO David Michael Cordani talked about this theme during the company’s fourth-quarter earnings conference call on Thursday.
“We see acceleration and demand for programs that offer more personalized solutions and are designed for local marketplaces,” Cordani said. “Our proven differentiated strategy of Go Deep, Go Global and Go Individual is directly responsive to these forces and enables us to anticipate and address these needs. Our proven strategy is delivering value as we help the people we serve to maintain and improve their health as well as access high-quality affordable care when needed. We enable this through a combination of solutions and partnerships to better connect individuals and health care professionals resulting in improved health and well-being and better value for our customers.”
For 2016, Cigna’s consolidated revenues rose 5 percent, to $39.7 billion, “as we continue to focus on our mission to improve the health, well-being, and sense-of-security of the people we serve,” Cordani said.
Cigna said company officials focused on addressing challenges that emerged in the first half of the year related to the historically well-performing Group Disability and Life and Seniors businesses.
“Within our Seniors business, we made progress with our remediation efforts and are in the latter stages of the audit response work relative to the Medicare Advantage offerings,” Cordani explained. “We are highly focused on emerging with an even stronger Seniors business and portfolio of solutions that is well-positioned for sustained growth.”
What’s more, Cordani addressed Cigna’s future in light of a new administration in The White House.
“Turning now to how we are effectively positioning our business for the future,” he said. “In the United States, once again, we have a new administration advocating for health care reform and we expect the U.S. regulatory and legislative environment to be dynamic. That said, the core issues that have pressured health care markets more broadly and have recently challenged the U.S. Individual exchange marketplace, in particular, arise from the same market forces and pressures that pressure the status quo health care systems, both in the United States as well as across the globe.”
More specifically, Cordani noted that aging populations, eroding health status, and the rise of chronic conditions all pose challenges for health care consumers individually as well as society at large. The more personalization Cigna can offer its customers strengthens the company’s position moving forward.
“These forces, in turn, contribute to increasing demand for greater access to health care services and sense of security offerings that are both affordable and of high quality,” he added.