Benenden health checks its marketing support for 2014
27th January 2014
Leading health and wellbeing provider, benenden health is increasing its marketing support for 2014 as it looks to drive its membership in an increasingly competitive healthcare market. The not-for-profit mutual, which opened the doors to the general public last January for the first time in its 108 year history, has appointed three new agencies covering branding, advertising, PR and digital disciplines.
The appointment of The Sharp Agency, The Fabl and Storm Communications to its roster is part of the mutual’s 10 year business strategy to become a leading household name in healthcare provision alongside established organisations such as Bupa and AXA Healthcare.
“2013 was a historic year for benenden health following the decision to remove our membership eligibility criteria and make our services available to any UK resident over the age of 16,” said benenden health’s marketing director, Lawrence Christensen. “New branding and our first national TV campaign increased our awareness by 10% in this first year, but we recognise that we have a long way to go before our strategic vision becomes a reality. We are excited to be working with our new agency partners, who will be responsible for telling the story of this unique organisation, educating consumers on what makes us different to other more commercially-driven providers, and strengthening our membership community.”
Voted the UK’s most trusted healthcare provider in 2011, 2012 and 2013*, benenden health currently has a 900,000 strong membership and provided over £57m in healthcare services in 2012 to its members. Founded in 1905 to provide medical support to Post Office workers and then latterly members of the public sector, it now offers individuals and business healthcare members affordable access to discretionary healthcare services that complement those offered by the NHS for just £7.80 a month.
Huddersfield-based creative agency, Sharp, is responsible for the evolution of the core brand and the portfolio of products and services being launched to the market in the coming months. As part of this activity, the agency has been tasked to create a new DRTV campaign for benenden health to be supported by a national press and direct mail campaign to launch in the spring. Below-the-line communications are being handled by Storm Communications and creative content marketing agency, The Fabl, who are responsible for corporate awareness building and consumer brand PR and digital engagement across all social media platforms respectively.
All three agencies were appointed from January 2014 following competitive pitches at the end of 2013, and join an agency roster that includes media buyers, MediaCom and contract publishers Caspian Media - who produce the organisation’s membership magazine benhealth.