Cigna's new advertising campaign is using famous TV physicians to convince viewers to take control of their personal health, reports Adage.
Cigna's 30-second TV advertisement features actors such as Patrick Dempsey (known as Derek Shepherd of "Grey's Anatomy"), Lisa Edelstein (known as Lisa Cuddy in "House") and Noah Wyle (known as John Carter in "ER").
"We are the TV doctors of America, and we're partnering with Cigna to help save lives by getting you to a real doctor for an annual checkup," actors say during the spot.
Cigna chose to use famous fictional physicians as a humorous way to gain viewer attention, Cigna global brand officer Stephen Cassell told Adage.