Cigna turned to Crossbow to develop a campaign that would convince brokers to upsell dental insurance.

Health Insurance / Creative Development / Demand Generation and Customer Relations Management / Digital Marketing


Engaging brokers with a quiz paid off

Using research that highlighted specific broker concerns, we developed a five touch “Fact or Fiction” campaign triggered to begin out of Pardot within 48 hours of the broker’s first sale of a Cigna policy.


Upsell rates of dental insurance improved over 40% in the first months, increasing average book of business per broker over 15%.

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