Better Health Insurance Advice are a regulated health insurance broker based in Bournemouth. As a specialist broker, they offer free advice and a review of your existing health insurance policy. They work with the four leading health insurers who together represent 90% of the UK health insurance market.
We partnered with BHIA to help launch their completely new brand offering to the health insurance market. As a completely new brand, all content, assets and materials had to be created from scratch and a strategy to drive sales and growth had to be defined and implemented.
Working closely with the Better Health Insurance Advice team, we established the needs and requirements of health insurance customers. This research helped to inform the design and build of a new website, articles and guides, and a multi-channel digital marketing campaign.
We ran a series of workshops with the senior management team, sales, marketing and compliance to fully understand the unique offering that Better Health Insurance Advice were taking to market. Analysis of search behaviour then helped to establish the best way to communicate their brand proposition in the most effective way.
Organic and paid search strategies were used to harness in-market users while display and social channels were utilised to extend reach and drive awareness of their core offering.
Benchmarking and analytics tools were put in place at launch to ensure all performance could be tracked. Following an initial test-and-learn period with limited media spend, where campaigns were optimised on a daily basis, the frequency and volume of ads served were increased in order to generate a higher volume of leads and sales.
Working in partnership with the Better Health Insurance Advice team, a huge amount was achieved in the first three months, both in terms of lead generation and brand perception.
Increase in traffic
Increase in leads
Reduction in cost per lead