Benenden Health’s Branding Journey to Become Private Healthcare “for the Many”
Benenden Health’s proposition, developed in partnership with McCann Leeds, is ‘Healthcare Done Different’ and it’s clear to see why the company stands out. As a not-for-profit, affordable healthcare provider, Benenden Health’s model challenges many of the perceptions people in the UK have of the sector.
And a few weeks back, this different-ness drove an evolution in its brand with the launch of a new visual style, tone of voice and multi-platform advertising campaign - ‘Britain, We’ve Got You’.
A series of four TVCs and two radio ads, the campaign aims to further tackle the myth that private healthcare is expensive and not accessible. But this progression goes back to 2019, when the brand teamed up with McCann Leeds.
To find out more about this transition, LBB’s Alex Reeves caught up with the head of marketing at Benenden Health, Natalie Walker, and McCann Leeds’ managing director Olly Sowden.
LBB> Let's talk about where Benenden Health was as a brand when McCann Leeds' relationship with it began in 2019. Where did it sit within the broader category of private healthcare?
Natalie> In 2018 Benenden Health launched a new proposition, ‘the affordable alternative to health insurance’, along with a brand refresh. This new refresh and proposition started to resonate in the healthcare marketplace, with spontaneous awareness tripling at its peak. In the B2C space, the ‘affordable alternative’ proposition was working well, however in the B2B space, it was causing some confusion. “If you aren’t health insurance then what are you, a cash plan?” was the feedback we were receiving.
We then tasked McCann Leeds with reviewing our proposition. The team felt that there was a place for the ‘affordable alternative’ but we needed a proposition which was all encompassing and had appeal to the whole market, including our members. In 2020 ‘Affordable private healthcare for everyone’ was launched. A proposition that couldn’t be more fitting for Benenden Health – a fully inclusive and affordable healthcare provider, and this proposition is still effective today. Along with a strong brand identity, the new proposition has complete standout in the healthcare market.
LBB> What was the first task together?
Olly> While we were carrying out the brand refresh, unfortunately the first covid lockdown hit. This immediately made us shift our strategy. Rather than halting all comms activity, which is what a lot of other brands did at the time, the team took the brave decision to do the opposite as it felt right that a healthcare brand should still be communicating during a health crisis. Our team in partnership with Benenden aimed to do this in the correct, empathetic way (without a commercial or sales message), letting their members know the brand was there for them in their time of need. We delivered two interim TV ads during this period, using nothing but motion graphics, stock footage, music, and messaging as we were unable to shoot anything at the time.
As soon as covid restrictions started to ease in the second half of 2020, we were able to shoot the TVC as part of the brand refresh, which launched the new ‘Affordable private healthcare for everyone’ proposition.
LBB> Why was the new positioning for everybody, not just the elite, so right for Benenden Health?
Olly> Benenden Health’s low price point means that its private healthcare product is accessible to everyone. So, the campaign ‘Britain, we’ve got you’ was born.
Preconceptions of private healthcare are that it’s expensive. Exclusive. It’s for privileged people, ‘never-had-any-health-issues-before’ people, people other than you. But it doesn’t have to be any of those things. Because at Benenden Health, healthcare is done differently.
Firstly, Benenden Health makes it affordable. For £12.80 per person, per month you can access 24/7 GP and mental health helplines, physio, medical diagnosis, and treatment. Everyone pays the same price, and no one pays any hidden fees or excess charges.
Secondly, there are no exclusions. Whatever your medical history, we’ve got your back. When we say everyone is welcome, we mean absolutely everyone.
Thirdly, Benenden Health already has more than 870,000 members – that’s 870,000+ people who trust Benenden Health to look after their health and ailments.
Finally, Benenden Health is owned by all its members, and everything it does is for its member community. It is not about private healthcare for the few – but private healthcare for the many.
So, our campaign to the people and businesses of Britain is about telling them ‘We’ve got you’. We’ve got your stomach ache and your back pain. Your worries, your sleepless nights and even your bunions. We’ve got the under-the-weather you. The don’t-have-time-to-see-a-doctor you. And the healthy you too.
LBB> What were the big decisions early on in what perceptions needed to be challenged and how did you go about that?
Olly> The campaign directly came out of our insight regarding private healthcare perceptions, which included:
- It was for the elite and rich.
- The rise in private healthcare damages the NHS (at a time when people were proud of it).
- It’s something that only senior level employees at work get.
- Private healthcare is restrictive and full of ‘catches’.
- You'll pay into it and then have to jump through a ton of hoops to claim.
- There will be entry questionnaires that exclude all pre-existing conditions.
- You won’t get cover if you are old, smoke, or obese.
LBB> Can you talk about the progression from the ‘Affordable alternative to health insurance’ to talking about accessibility for all, i.e. ‘Healthcare for everyone’ and on to ‘Healthcare done different’? How did that build up?
Natalie> We have big growth ambitions at Benenden Health. We already have more than 870k members and it’s growing daily. A big part of our growth strategy is growing our B2B base and so a proposition that worked in this space was essential.
But it isn’t just about growth. More than anything, we care. We are an active health brand, not just a private healthcare provider. That’s why the partnership with Channel 4 was so pivotal. The ‘Time for a check in’ campaign aligns with our mission ‘to improve the nation’s health’. And in a short period of time, the campaign did that, with 44% of viewers talking about their health with family and friends after the partnership aired.
Olly> Over time, we’ve built what we’re calling a ‘brand ecosystem’ for Benenden Health, made up of:
1. The brand story: ‘Healthcare done different’ – the consistent thread through everything.
2. The brand campaign: ‘Britain, we’ve got you’ – the platform through which we talk about the features and benefits of the Benenden Health product.
3. The brand activation: ‘Time for a check-in’ – the platform through which we encourage people to talk more broadly about their health. This activation is a behavioural proof-point for ‘Britain, we’ve got you’ and ‘Healthcare done different’ combined.”
LBB> 'Time for a check-in' was a high-profile moment for the brand on Channel 4. Can you talk us through the success and why you think it resonated so well?
Olly> The core focus of the campaign is to grab the attention of the nation. The campaign amplifies the story of ‘Healthcare done different’, taking people’s preconceptions about private healthcare head-on. And it’s how we use comms channels to overcome barriers to convert people to join and enjoy the benefits of being a member.
We want the people of Britain to think differently because Benenden Health is ‘healthcare done different’. We’re not expensive, exclusive or for the privileged. We’re for everyone. No catches, no hidden charges, no exclusions. And one price for all. So, what are you waiting for? Britain, we’ve got you.
LBB> Any clues as to what's next?
Natalie> We are currently working on the five-year marketing strategy with very ambitious plans in place for 2024. Something very exciting will be coming to your TV screens in early Jan - so watch this space!
Olly> The activity next year is really building on and pushing the brand ecosystem we’ve built together, as well as seeing the ‘Britain, we’ve got you’ and ‘Time for a check-in’ brand campaigns really come to life. Not just on TV, but as a behaviour across multiple channels.
