Challenge
Cigna Healthcare is an international health insurance company that helps people improve their well-being with quality healthcare plans and products.
But while they’re a global leader in their sector, they needed our help telling the world about their positive impact on individuals’ lives.
They tasked us to take typed-up client testimonials and bring out the relatable, human health stories made possible by their dedicated professionals and services. However, due to client confidentiality, we needed to find a way to create real stories without showing real people.
Solution
From life-changing injuries to major trauma, the testimonials gave us in-depth detail but the tone was very matter-of-fact. We knew we needed to lead with emotive storytelling and move away from relying on stock imagery.
To inject warmth and individuality into every story, we developed an organic hand-drawn treatment inspired by audio waves. With illustrative lines and shapes reflecting the rise and fall of the key points of the customer’s journey, we could now see their story through their eyes.
We crafted this visual approach and created a warmer tone of voice across static and video formats.
We gave each story a name. The reader had someone to connect to and it helped to differentiate each story. The name was changed to protect the patient’s privacy without compromising relatability.
To reflect that no two health stories are the same, handwritten signatures and other visual elements gave each story an organic, human touch.
And we let the story speak for itself (literally). We visualised the patient's voice as an audio wave to keep the focus on the story without showing them.
Together, with all of these unique details working as one, we’re able to be respectful of customer feelings and identity, without compromising on authenticity. Now we have a way to tell stories that create a connection between existing Cigna Healthcare patients and future ones.
Results
The new customer stories have been delighting teams across the business. But they don’t just look great. They are now being put to work to bring the benefits of Cigna Healthcare’s plans and benefits to life across target audiences.
We’re now looking at where this emotive style of storytelling can take Cigna Healthcare’s customer stories next.