Benenden, the mutual healthcare society, is relaunching with a new name and TV and press advertising campaign – its first in two years.
The not-for-profit organisation based in York is adding the word ‘Health’ back into its name to create Benenden Health – underlining its core proposition as “The affordable alternative to health insurance”.
The activity airs for the first time on May 14th with slots booked across regional ITV channels and nationally on Channel 4; there will be 762 spots over an initial two-week burst. The advert kicks-off during Innocent, a highly publicised ITV drama, and will also be aired during other prime time ITV shows including Coronation Street, Emmerdale, Love Your Garden NHS Special, NHS Live at 70, Ninja Warrior and Lorraine. On Channel 4, the advert will air during high viewership programmes, including the F1 qualifying for the Monaco Grand Prix and Sunday Brunch.
Helen Smith, Benenden Health’s commercial director, explains the rationale behind name change and new campaign: “We have not been shouting our name, or about what we do and what we’re involved with. We want to grow our brand awareness. In research the name Benenden had negligible impact on people. However, adding back the word ‘health’ to our title meant it started to come alive for them and to tell our story. Our name-change and new campaign sees us underlining what mutuality really means and an approach towards long-term, sustainable healthcare for the benefit of current and future members.”
Benenden Health first began treating patients at the Kent hospital from which it takes its name back in 1905, providing tuberculosis treatment for postal workers.
Fast-forward to 2018 and it now has more than 800,000 members from all walks of life, for whom costly private healthcare just isn’t an option. Benenden Health is not insurance; through membership it complements the NHS by offering timely access to private healthcare when there’s a wait.
It provides a 24/7 GP helpline as well as a mental health and wellbeing helpline from day one and, after six months of membership, access to private diagnosis, treatment, surgery, counselling and physiotherapy. All its members pay the same monthly fee of £10.25 and everyone is accepted with no medical questionnaires necessary and no exclusions for pre-existing medical conditions at the point of joining.
Smith says the advertising campaign is the first step in driving recruitment, with the aim of further building Benenden Health’s membership.