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Cigna Releases First Two Mobile Apps

The health insurer's first two native mobile apps include a standard policy-servicing offering and a "for fun" video app.

In mid-2011, newly minted Cigna CIO Mark Boxer told Insurance & Technology that the Bloomfield, Conn.-based health insurer was taking a deliberate approach to mobile development. This meant it was "identifying what makes most sense rather than just putting everything on the mobile channel" and "look[ing] carefully at different tools and solutions to make sure that they're relevant," Boxer said.

Today, the fruits of that deliberation have been realized, with the insurer releasing its first two native mobile apps for iOS and Android devices. The company previously had a mobile-optimized web site for policy servicing, but now also offers the myCigna Mobile App so policyholders can find doctors, access ID cards, view account balances, check on claims and compare drug prices.

"We are literally putting the power in the hands of our customers to improve their health, manage their costs, and get the most from their health plan benefits," said Tom Richards, Cigna president for individual and family plans and online experience, in a statement.

[Where did Cigna rank on the InformationWeek 500 list of innovative companies?]

Cigna plans upgrades to the app throughout 2013, including "accurate pricing and quality, information on doctors and hospitals for more than 200 medical procedures according to the real-time status of the customer's health plan and available health account funds," the statement continues.

In addition to policy servicing, Cigna has created an app around its GO YOU brand positioning. The GO YOU app allows users to "create and send personalized, encouraging video messages to friends and family" according to Cigna's release.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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Cara Latham
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Cara Latham,
User Rank: Apprentice
2/13/2013 | 2:09:18 PM
re: Cigna Releases First Two Mobile Apps
-áI agree, Anthony. A company that releases a "for fun" app, or one that is actually useful in managing a condition, can win name recognition points with the user, who will undoubtedly view logos associated with the company -- or other promotional material -- as part of the experience. Over time, the name or logo recognition may be recalled positively for the user when trying to weigh a future decision on insurance.-á
Byurcan
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Byurcan,
User Rank: Author
2/12/2013 | 9:18:53 PM
re: Cigna Releases First Two Mobile Apps
"identifying what makes most sense rather than just putting everything on the mobile channel" is probably a wise move for an insurance company. Unlike a mobile banking app, people probably aren't going to download a mobile app from their insurer just for the sake of it, unless it did something useful. Cigna's approach seems a good one. -á
AnthODonnell
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AnthODonnell,
User Rank: Apprentice
2/12/2013 | 7:59:45 PM
re: Cigna Releases First Two Mobile Apps
It seems wise that Cigna is mixing business with pleasure, so to speak, mixing practicality and fun. Longer term success with mobility and online engagement in general will likely be characterized by a sophisticated use of gamification and other techniques that trigger the same kinds of pleasure centers that video games do in order to accomplish important communications and transactions.-á
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