To translate the Benenden Health product range consisting of Healthcare, Cash Plans and Health Assessments into a B2B proposition that’s relevant and motivating to today’s SMEs, whilst supporting the core ethos of what has made Benenden great for 110 years.
The Moreish approach:
After a two week insight and immersion process including staff interviews and research analysis we summarised the lead insight into the HR decision maker target audience as “I’d like to do something to improve staff absenteeism, happiness, productivity and retention – but I’m not sure what to do about it and regular Private Medical Insurance (PMI) is way out of our price range.”
So how could Benenden Health help? Whilst it was important the new proposition quickly communicated the low-cost entry point to PMI we didn’t want the only brand message to be all about price, devaluing the quality of the offering and the brand. This led us to our single-minded proposition of: ‘Business health and wellbeing services that both you head and heart can agree on’.
With Benenden Health on their side, HR managers could make a decision that would be commercially beneficial to the business (to help increase productivity, enhance employee attraction and retention and tackle absenteeism) that they could also feel great about (in helping care for their staff and their families).
We then found a really neat way of packaging the Benenden Health offering into something that would be easy for the HR audience to grasp: ‘Three commercially viable ways to support the health and wellbeing of their employees before (health assessments), during (healthcare) and after (cash plans) employee health issues occur.’
And communicated how Benenden Health would work in partnership with them to deliver the right options to suit their needs and help make their employees healthier, happier and more motivated.
And this was all supported by the following key reasons to believe: that all services are easy to set up and manage; all employees accepted – all ages and no medical questionnaires; low fixed costs result in strong business cases; and the Benenden Health heritage of working with employers for over 110 years and as a not for profit organisation, trusted by over 800,000 members.
The new Benenden Health B2B brand proposition was quickly followed with a new brand identity and comms plan including thought leadership, social and trade media activity, DM, email, and event branding.