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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

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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

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AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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Alignment LLC specializes in AI-powered business analysis. Through the Alignment Method, we combine advanced prompting, structured frameworks, and expert oversight to deliver actionable insights that help companies understand how AI sees their data and market position.