Cigna was contracted to be one of two health care providers for JPMorgan Chase employees. We were a new provider, the other an incumbent. Offerings were identical., leading to a simple strategy: "Be the Most Popular".
Enrollment period included a visually celebratory physical presence in each JPMC location, plus saturated outdoor advertising within a radius of each JPMorgan Chase location. We even gave Cigna Coffee sleeves to coffee shops surrounding the offices. The Result: 95,000 new customers for Cigna.