Benenden Health

Benenden Health is a not-for-profit healthcare provider, offering a range of products to support members in accessing health support and helping to ease pressure on the NHS. It has more than 817,000 members across the UK and provides a range of services, including round-the-clock GP access and a mental health helpline.

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.

Delivered more than one and a half billion opportunities to see or hear about Benenden Health in just six months

Secured 25 pieces of coverage in top tier titles, including the Daily Mail, Daily Express, Daily Mirror, Daily Telegraph and Independent

Generated follow links in 50% of all coverage, totaling an average domain authority of 55

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