How Nine Stones Gave Cigna On-Demand Copywriting Support

Cigna's in-house marketing team often had more to write than it had people to write it. For three years, Nine Stones provided copywriting on demand, from emails and social posts to sales decks and thought leadership.

Nine Stones for Cigna

Cigna

Client: Cigna
Agency: Nine Stones, part of Cohaesus
Type of work: Marketing & content
Sector: Healthcare & Pharma
Scope: On-demand copywriting, email campaigns, social media content, brochures, sales enablement decks, long-form articles, thought leadership

Cigna is a global healthcare and insurance provider, and was one of Nine Stones' longest-standing clients. Over three years, Nine Stones helped it keep pace with the demands of its global marketing.

The Challenge

Cigna operates in more than 200 countries and territories and serves millions of customers, healthcare professionals and insurance brokers. It constantly needs to communicate stakeholder updates, product launches and regional campaigns. Its in-house marketing team often hit resource bottlenecks, which put even important campaigns at risk of delay. What it needed most was reliable, high-quality copywriting support.

The Approach

Cigna used Nine Stones for on-demand marketing support. Briefs often came with tight turnarounds, complex brand guidelines and several audience and product segments. Nine Stones wrote:

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

The team worked closely with Cigna's marketers to expand briefs and check accuracy, and delivered on time and to brief.

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.

Cigna

The Outcome

Nine Stones acted as an extension of Cigna's global marketing team, giving it flexible copywriting capacity for fast-moving campaigns. It delivered more than 50 projects over the three years. The partnership ended in late 2022, when Cigna restructured internally.