Supporting Cigna With Healthcare Marketing

Cigna is one of Nine Stones's longest-standing clients. Over the course of a three-year relationship, we've supported the global healthcare and insurance provider with a wide range of content marketing solutions.

In this case study, we reflect on that journey — and how we helped Cigna keep pace with its global marketing demands.

Challenge: Requiring Copywriting Support on Short Notice

Operating in 200+ countries and territories, Cigna serves a diverse audience — including millions of customers, healthcare professionals, and insurance brokers.

Their global remit meant constant pressure to communicate:

• Stakeholder updates
• Product launches
• Regional marketing campaigns

However, the internal marketing team often faced resource bottlenecks. With so many deliverables and multiple audience segments, even crucial campaigns were at risk of delays. The most pressing need? Reliable, high-quality copywriting support.

Solution: An Expert Content Marketing Agency

Cigna turned to Nine Stones for on-demand digital marketing support — from sales decks to social media campaigns.

The briefs often included:

• Tight turnaround times
• Complex brand guidelines
• Multiple audience and product segments

Nine Stones's creative team rose to the challenge. We provided:

• Email campaigns
• Social media content
• Brochures and sales enablement decks
• Long-form articles and thought leadership

We worked closely with Cigna's internal team to expand briefs, ensure accuracy, and consistently deliver on time and to brief.

"Extremely great job with this one — quick turnaround and we have fantastic feedback on how it reads."

"Nine Stones has been an absolute pleasure to work with. They have picked up on the world of health and wellbeing quickly, creating strong, engaging content whilst getting to grips with a mix of products, our brand and multiple audience segments."

Result: Flexible Digital Marketing Support When Needed

Though the partnership ended in late 2022 due to internal restructuring, our impact was clear.

Across the three-year engagement:

• We delivered 50+ successful projects
• Provided flexible, scalable copywriting for fast-moving campaigns
• Acted as an extension of Cigna's global marketing team
• Helped the brand grow from 15.3 million to 18 million global customers

Cigna's success — and the growth of our relationship — is a testament to the value of trusted marketing support.

Access On-Demand Digital Marketing Support With Nine Stones

Whether you're launching a new campaign or need reliable help with day-to-day marketing delivery, Nine Stones is ready to support.

We're a specialist B2B content marketing agency with deep experience in finance and healthcare. With past clients like Meta, Avalara and Klarna, we understand the pressures global brands face — and how to deliver solutions that scale.