Cigna is one of CopyHouse's oldest clients. Originally part of founder Kathryn Strachan’s freelance clientbase, the international healthcare and insurance company has been a steady presence in CopyHouse’s growth over the last three years.
In this case study, we outline our longstanding relationship with them and the various healthcare marketing solutions we’ve provided over the years. Read on to learn more.
Challenge: Requiring copywriting support on short-notice
Cigna is a global healthcare and insurance provider operating in over 200+ countries and territories. With millions of customers, healthcare professionals and brokers in their network, they have a diverse set of marketing needs, spanning different audiences, languages and pain points.
Given this, they often found themselves in need of marketing support – copywriting support to be more specific. Well-crafted and compelling copy sits at the heart of every marketing campaign. Yet, with a truly global remit, their internal marketing team often faced bottlenecks on their time and resource capacity. As a result, important campaigns communicating stakeholder updates, product launches and more were at risk of falling behind.
Solution: An expert content marketing agency
Cigna originally began working CopyHouse’s founder, Kathryn Strachan, during her freelance days. The early relationship flourished, so after CopyHouse launched as a full-fledged content marketing agency, Cigna became a routine part of our creative workload.
Cigna would regularly reach out with various digital marketing briefs; from creating email campaigns and editing sales decks to writing articles, social media posts and brochures. As with other international firms, briefs arrived with a robust set of brand guidelines and a tight deadline, so delivering reliable copywriting support was vital.
CopyHouse’s creative team would work together on the diverse digital marketing materials requested. Expanding on the brief while adhering to the strict standards within the timeline was no easy task, but we always managed to finish the project on time and to standard.
“Extremely great job with this one, quick turn around and we have fantastic feedback on how it reads."
“Kathryn has been an absolute pleasure to work with. She has picked up on the world of health and wellbeing quickly, creating strong, engaging content whilst getting to grips with a mix of products, our brand and multiple audience segments. Looking forward to continuing our work with Kathryn.”
Result: Flexible digital marketing support when needed!
Cigna finally parted ways with CopyHouse in late 2022 due to internal restructuring, but not after significant growth. Cigna’s latest corporate reports indicate a global customer base 18 million strong, up from 15.3 million when before the partnership began.
During the three-year window, we delivered more than 50 separate projects and became an integral part of its global marketing team. CopyHouse is proud to have been a part of its journey, offering digital marketing support across a wide range of business verticals. As a content marketing agency, we’re now well-versed in healthcare marketing campaigns, with many of our writers having worked on the Cigna account.
Access on-demand digital marketing support with CopyHouse
CopyHouse is an award-winning content marketing agency specialising in finance and technology brands. Whether you need design or copywriting support to launch a campaign on time or long-term guidance in content strategy and search engine optimisation, we can help.
With previous clients like Klarna and Meta, we’ve worked with leading brands across the world. So if you’re a business owner looking to take your brand to the next level, get in touch. We offer a range of marketing services to position your brand as a thought leader in your industry.
As an award-winning content marketing agency, we’re well versed in the typical marketing problems our global client-base faces. Whether it’s lacking insight into SEO best practices, content strategy or needing graphic design or copywriting support, we’re always on hand to offer solutions.