Health insurer CIGNA goes live this week with a $25 million ad campaign aimed at beefing up its individual market business. As the Wall Street Journal reported Sunday, individual policies make up only 1 to 2 percent of CIGNA’s current revenue; most profits come from employer-based insurance. But the health reform law makes the individual market newly lucrative: The CBO projects that, by 2019, the number of Americans buying their own insurance will double. So Tuesday, CIGNA starts running ads like this one in national magazines such as Time, Family Circle and Marie Claire:
The insurance industry gets bullish on health-care reform
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