Generating Sales Leads, Buzz for Cigna Behavioral Health

How could CIGNA Behavioral Health compete with far larger rivals, showcasing its expertise in combating workplace stress, depression and absenteeism and securing vital sales leads?

By having Maccabee launch a multi-layered PR, event marketing, sales promotion, trade show and Web strategy campaign spanning:

  • A C-level media relations program highlighting CEO Keith Dixon, which generated a full-page editorial in Chief Executive magazine and a video interview with Dixon about employee depression
  • A business-to-business PR blitz, securing feature articles about CIGNA Behavioral in Benefits & Compensation Solutions, Employee Benefit Plan Review, Employee Benefits Planner, Behavioral Healthcare Tomorrow, Benefits & Compensation Digest, Employee Benefit News, Alcoholism and Drug Abuse Weekly and Employee Assistance Report
  • A “Battlefield to the Workplace: Welcoming Back Military Personnel” PR initiative highlighting services CIGNA Behavioral Health provides for veterans returning from Iraq
  • Production of a Human Resource Executives conference event at Chicago’s Drake Hotel, featuring author Dr. D.W. “One Minute Manager Gets Fit” Edington, a personal trainer from Bally’s Total Fitness, and a panel of the industry’s leading magazine editors.