Data, research, and evaluation are used at Cigna to identify and prioritize health disparities and evaluate the impact of initiatives to close gaps in care. To help us quantify and better comprehend these disparities, we utilize a Disparities Dashboard to track several quality measures by race and gender at the state and county level, as well as to pinpoint where to focus improvement efforts and inform clinical interventions. These analytics help us to move the needle from health disparity to health equity – an essential part of our mission as a leading health service company working to improve the health, well-being, and peace of mind of those we serve. For example, Cigna recently piloted a two-touch campaign to improve breast cancer screening rates among Latina women in California and Latina and African American/Black women in Texas. The two-touch method strategy involved:
- Touch 1, General Education: We published a Customer Engagement Newsletter article, “General Preventive Care/Health Awareness,” with a focus on the importance of annual check-ups and reminders to schedule one.
- Touch 2, Targeted Follow Up: Promoting Breast Cancer Screening Awareness Focusing on the two geographic areas and two demographics where underutilization was highest. We pushed out a personalized call to action to get screened and learn the facts about breast cancer.
There was a 15% response rate for breast cancer screenings among those who engaged with the two-touch model – a 2% lift in response compared with customers who only received one touch.1
1 Cigna Central Warehouse mammography screening claims pulled between June 20, 2019 – December 20, 2019.