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Cigna Product

To improve health and well-being by designing products that make healthcare more affordable, predictable, and simple for everyone

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To improve health and well-being by designing products that make healthcare more affordable, predictable, and simple for everyone

Strengths

  • SCALE: Massive customer base of 190M+ relationships globally
  • INTEGRATION: Evernorth + Cigna Healthcare creates full spectrum
  • DATA: Rich health information across pharmacy and medical claims
  • DIGITAL: Strong foundations with myCigna and Express Scripts apps
  • FINANCIAL: $195.4B revenue with 6.1% YoY growth in 2022

Weaknesses

  • COMPLEXITY: Product suite remains fragmented across divisions
  • TECH: Legacy systems hinder rapid innovation and integration
  • EXPERIENCE: Customer journeys still siloed between services
  • PERSONALIZATION: Limited AI implementation in product experience
  • TALENT: Challenges attracting top product/tech talent vs startups

Opportunities

  • VIRTUAL: Expanding virtual care options across all product lines
  • ANALYTICS: Enhanced predictive models for personalized care paths
  • AFFORDABILITY: New product innovations targeting cost transparency
  • INTEGRATION: Connect pharmacy, benefits and care in unified UX
  • PARTNERSHIPS: Strategic alliances with digital health innovators

Threats

  • DISRUPTION: Non-traditional entrants like Amazon, Walmart, Apple
  • REGULATION: Changing healthcare policies impact product strategy
  • COMPETITION: UnitedHealth, CVS Health advancing digital efforts
  • EXPECTATIONS: Rising consumer demands for seamless experiences
  • SECURITY: Increasing cybersecurity and data privacy concerns

Key Priorities

  • UNIFICATION: Create seamless digital experience across all services
  • INTELLIGENCE: Leverage vast data for AI-powered personalization
  • INNOVATION: Develop affordability solutions with cost transparency
  • ECOSYSTEM: Build open platform for strategic partnership integration
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To improve health and well-being by designing products that make healthcare more affordable, predictable, and simple for everyone

UNIFY

Create one seamless product experience

  • PLATFORM: Launch unified digital health platform merging Express, Evernorth & Cigna apps with 50% adoption
  • JOURNEY: Implement cross-product journey mapping reducing touchpoints by 35% for top 5 customer scenarios
  • INTERFACE: Deliver single sign-on and consistent UX design system across 100% of digital products
  • DATA: Create unified customer profile accessible across 90% of systems with real-time synchronization
PERSONALIZE

Make every experience uniquely relevant

  • AI: Deploy recommendation engine with personalized health suggestions reaching 5M+ members
  • ENGAGEMENT: Increase digital engagement rate to 75% through personalized content and nudges
  • ANALYTICS: Implement predictive care models identifying at-risk members with 85%+ accuracy
  • SEGMENTATION: Develop 12 distinct customer personas with tailored product experiences
SIMPLIFY

Make healthcare choices clear and easy

  • TRANSPARENCY: Launch cost estimator tool with 95% accuracy covering 250+ common procedures
  • NAVIGATION: Create AI-powered benefits assistant reducing support calls by 30%
  • AUTOMATION: Implement one-click prior authorization for 65% of common prescriptions
  • ONBOARDING: Redesign member activation flow reducing setup time from 12 minutes to 4
CONNECT

Build an integrated health ecosystem

  • PARTNERSHIPS: Integrate 15+ digital health partners via new developer API platform
  • COMMUNITY: Create provider network quality dashboard with satisfaction scores for 80% of network
  • INTEROPERABILITY: Implement FHIR standard data exchange across 100% of systems
  • VIRTUAL: Expand virtual care options to include 24/7 access across 12 specialties
METRICS
  • DIGITAL ENGAGEMENT: 75% of members actively using digital tools monthly
  • MEDICAL COST: Reduce medical cost ratio from 81.8% to 80.5%
  • NPS: Improve customer satisfaction score from 32 to 45
VALUES
  • Caring and Trust
  • Innovation and Collaboration
  • Customer-Centricity
  • Inclusion and Equity
Cigna logo
Align the learnings

Cigna Product Retrospective

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To improve health and well-being by designing products that make healthcare more affordable, predictable, and simple for everyone

What Went Well

  • REVENUE: Delivered $180.5B revenue in 2023, an 8% YoY growth rate
  • MEMBERSHIP: Expanded medical customer base by 1.2M lives in 2023
  • DIGITAL: Achieved 60% digital adoption across key consumer platforms
  • EVERNORTH: Expanded specialty pharmacy and care services significantly

Not So Well

  • INTEGRATION: Post-acquisition integration progressing slower than planned
  • COST: Medical cost ratio slightly above projections at 81.8%
  • ENGAGEMENT: Digital retention metrics below target in key segments
  • INNOVATION: New product launches behind schedule in multiple categories

Learnings

  • CONSOLIDATION: Customer preference for unified experience across services
  • TRANSPARENCY: Cost visibility increasingly critical to customer retention
  • PERSONALIZATION: Tailored recommendations driving higher engagement
  • AUTOMATION: Self-service capabilities strongly correlated with NPS

Action Items

  • PLATFORM: Accelerate unified digital product platform development by Q3
  • INTELLIGENCE: Launch AI-powered personalization engine for all products
  • EXPERIENCE: Redesign customer journey mapping across all touchpoints
  • PARTNERSHIPS: Evaluate strategic digital health acquisition targets
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To improve health and well-being by designing products that make healthcare more affordable, predictable, and simple for everyone

Strengths

  • DATA: Massive healthcare dataset across medical and pharmacy
  • INVESTMENT: Clear commitment to AI via Cigna Ventures funding
  • EXPERTISE: Strong clinical knowledge base to train AI models
  • ANALYTICS: Established predictive analytics capabilities
  • INFRASTRUCTURE: Cloud transition enabling AI implementation

Weaknesses

  • FRAGMENTATION: AI initiatives siloed between business units
  • TALENT: Limited specialized AI talent compared to tech companies
  • ADOPTION: Slow integration of AI into core product experiences
  • GOVERNANCE: Complex compliance requirements slow implementation
  • LEGACY: Technical debt inhibits rapid AI deployment

Opportunities

  • PERSONALIZATION: AI-driven customized care recommendations
  • AUTOMATION: Streamline administrative functions via AI
  • PREVENTION: Predictive risk models to enable proactive care
  • NAVIGATION: AI assistance for benefit and care path guidance
  • ENGAGEMENT: Conversational AI to enhance customer interaction

Threats

  • COMPETITION: Tech giants with superior AI capabilities entering
  • TRUST: Consumer skepticism about AI in healthcare decisions
  • REGULATION: Evolving AI governance affecting implementation
  • ETHICS: Managing bias and fairness in healthcare AI models
  • INVESTMENT: Keeping pace with rapid AI advancement costs

Key Priorities

  • PLATFORM: Develop unified AI platform across all product lines
  • EXPERIENCE: Create AI-enabled personalized customer journeys
  • PARTNERSHIPS: Strategic AI collaborations with tech leaders
  • ETHICS: Establish transparent, responsible AI governance model