Definition was appointed by Benenden Health in June 2019 to raise its profile both regionally and nationally, as part of a strategic marketing campaign to attract new members whilst also underlining the values of the not-for-profit mutual.
Working closely with the Benenden Health team, we established two clear target audiences – individuals looking for a cost-effective option for healthcare and employers looking to provide a wellbeing package for their staff.
Using this, we devised a targeted media campaign combining survey data to create hard-hitting stories highlighting some of the health issues faced by the UK public with high-level expert advice and opinion from Benenden’s medical experts.
We also secured a number of high-level thought leadership and profile pieces in personnel, HR and business titles promoting Benenden Health’s offering to employers.
In just six months, we delivered more than one and a half billion opportunities to see or hear about Benenden Health, with more than 25 pieces secured in top tier titles, including the Daily Mail, Daily Express, Daily Mirror, Daily Telegraph and Independent. Nearly 50% of coverage included a follow link, with an average domain authority of 55.