Dec. 28--US-based Cigna Insurance, which specialises in affinity marketing and alternative distribution channels, aims to step up sales in provincial areas to expand its presence in the rural market.

"We are looking for a new provincial call centre site with about 50 to 100 seats, probably starting with Khon Kaen or Nakhon Ratchasima in the Northeast," said Gary Wayne Denson, chief executive officer and country manager of Cigna Insurance and Cigna International Marketing (Thailand). The investment cost is about 40 million baht per site.

Despite the poor US economy, the local unit of Cigna Corp plans to invest 181 million baht this year and into the first quarter next year, mainly to expand its call centres and telemarketing services.

Cigna currently operates two call centres in Bangkok, one in its headquarters in Phloen Chit and another recently opened in Wong Wian Yai.

The centres feature a combined 500 seats, an increase from 210 earlier this year. The company plans to raise the number of seats to between 800 and 1,000 at the end of next year with sales growth of at least 70 percent next year.

Mr Denson said the company also was about to sign a deal with a leading life insurer to bring life insurance products into its portfolio, with sales starting early next year.

Bangkok dominates the company's premium portfolio, accounting for 70 percent of direct premiums earned, with provincial areas the rest.

It expects contributions from provincial markets will surge once the new call centre site is established next year and if the company can convince regulators to offer cheap personal accident and health insurance products supplementing the government's universal health care scheme.

For the first nine months, Cigna Insurance recorded direct premiums of 214.2 million baht, a rise of 196 percent from 72.35 million in the same period last year and compared with 118 million at the end of last year.

The sales surge was mainly attributed to the company's unique telemarketing model and product innovations.

Cigna is the first insurer in the industry to offer dental insurance. It is also planning to introduce policies to cover vision care and to protect policyholders against involuntary unemployment.

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