This time, we set out to reach even more Americans with our same universal message – go get an annual check-up and know your four health numbers so you can take control of your health.

We assembled a cross-generational ensemble of actors from America’s most beloved medical shows to play up their lack of medical knowledge to encourage people to schedule an annual check-up with their doctors. But this year, all our TV doctors had a very real and personal connection to Cigna’s preventive care mission – allowing us to breathe new life into the campaign and make it fresh for media in year two.

On the same day as the year two TV debut, we brought our TV Doctors from the small screen to the “smaller screen”, where they performed fake check-ups on Instagram Stories and encouraged fans to book real check-ups.

Over the course of the campaign, we sustained excitement through strategically released social videos—each playing up the most dramatic TV medical tropes.

Then, anyone who might forget to schedule their check-up could easily page one of the TV Docs to set-up a check-up reminder. In addition to promotion with a tweet from TV Doctor Patrick Dempsey, we created click-to-call social posts that made paging the TV Docs a simple click away for our biggest fans.

All efforts drove to a microsite built for customers and non-customers alike that provides tools to prepare for the check-up and information about key health numbers, plus interviews with our TV Docs.

Tier 1: We secured 305 earned placements, 1.9 billion impressions and $29 million in ad value equivalency, with sentiment reaching as high as 95% positive tonality and 87% pull-through on annual check-up messaging. Marquee campaign coverage appeared in top-tier and leading consumer outlets, including E! News, Cosmo, the TODAY Show, CNN, the Associated Press, Men’s Health and Black Enterprise.

Kate Walsh’s harrowing story of her brain tumor diagnosis and why that led her to partner with Cigna to encourage Americans to schedule an annual check-up left a markedly profound impact. We knew her story would resonate with audiences everyone, and it went viral. Her Cosmo.com interview was syndicated across 8 Hearst publications; CNN’s coverage of her story was syndicated across 40+ publications; and an Associated Press piece was syndicated across 110+ channels. Furthermore, during the live, in-studio TODAY Show interview, host Al Roker raved about how much he loved the TV Doctors campaign.

Tier 2: Chief among all measurable outcomes, we saw an 18% increase in annual check-ups among Cigna customers following the campaign.

Tier 3: Cigna saw a significant increase in site traffic throughout the campaign, receiving 69,500 new Take Control microsite visitors and more than 19,600 uses of Cigna’s preventive care campaign hashtag, #GoKnowTakeControl. Positive social media sentiment towards the Cigna brand also exceeded 58%, compared to 19% versus its competitors.