Challenge
Founded in 1792, The Cigna Group is a leader in the healthcare industry, with tens-of-thousands employees, and divisions for healthcare, pharmacy benefit services, and specialty conditions. Each of those divisions include multiple brands. Enterprises like The Cigna Group face challenges managing QR codes because of distributed teams with different processes and goals. The Cigna Group relied on consumer-grade QR code generators, which lacked features for multiple brands & divisions, and campaign analytics. These challenges required an enterprise-grade QR code solution to unify, standardize, and optimize digital engagement strategies.
“We’re a large enterprise, in a highly regulated industry. We needed a QR solution that was enterprise-grade, easy to setup, easy to use, with rich analytics, and cost effective.” — Chris Vitti, Senior Director, Head of Marketing Technology at The Cigna Group
Solution
The Cigna Group onboarded Uniqode’s SOC 2- and ISO 27001-compliant QR code platform. The internal agency turned to Uniqode’s powerful Organization Management feature which enables contained management of their multiple brands & teams, and their respective QR codes. These dedicated spaces address the need for a unified approach, standardization across teams, and rich analytics. The Cigna Group also utilized Uniqode’s Custom Domains feature to drive brand consistency, compliance, and trust. This enabled the internal agency to quickly and effectively manage many campaigns in organization-specific spaces, all with robust real-time analytics.
Results
The internal agency now uses Uniqode many different use cases, including:
- Pop-Up Events: QR codes are extensively used at pop-up events hosted by The Cigna Group, facilitating engagement as part of outreach efforts.
- Banners & Presentations: QR codes are integrated by the design team into physical banners and presentations at these events, enhancing participant interaction.
- CTV Ads: QR codes are utilized on connected TV (CTV) ads, driving engagement by directing users to websites and resources such as PDFs and flyers
- Direct Mail & Flyers: QR codes featured on direct mail drops and flyers, serving as a key tool to drive engagement across audiences.
- App Download Generation: QR codes drive app downloads, directing users to Apple and Google app stores through direct mail, email, and other channels, enhancing The Cigna Group’s mobile engagement strategy.
- Welcome Kit Cover Letters: QR codes are utilized in welcome kit cover letters, providing an interactive entry point for new users and employees to access essential information.
- Customer Handbook: QR codes are incorporated into customer handbooks, offering quick access to detailed resources and support materials.
By the numbers:
- Enterprise scalability: A notable 405% increase in QR code creation by the internal agency and other teams across the enterprise.
- An impressive tripling of total scans Y/Y (194% increase, from ~175,000 to ~515,000 Y/Y) and a remarkable 239% increase in unique users/scans (from ~140,000 to ~485,000), driving outstanding engagement & growth.
- Approximately 700,000 lifetime scans across roughly 700 active dynamic QR codes, with the top-performing QR code driving website visits to the cigna.com site, achieving over 280k scans.
About The Cigna Group
The Cigna Group (NYSE: CI) is a global health company committed to creating a better future built on the vitality of every individual and every community. We relentlessly challenge ourselves to partner and innovate solutions for better health. The Cigna Group includes products and services marketed under Evernorth Health Services, Cigna Healthcare, or its subsidiaries. The Cigna Group maintains sales capabilities in more than 30 markets and jurisdictions, and has approximately 180 million customer relationships around the world. Learn more at thecignagroup.com
Partner since 2023
Visit website: thecignagroup.com
