PruHealth has rolled out its first advertising and marketing campaign in more than three years, in an effort to increase its brand awareness in 2012 and promote the launch of a new raft of partners providing significant benefits and discounts in its unique Vitality wellness programme.
A lynch pin of the marketing effort is a new website which was created by global marketing and technology agency, LBi, and was launched on 2nd January 2012. It has been built to enable consumers to engage with PruHealth in a rich, rewarding way by presenting information in a personalised way depending on what is relevant to and matters most to them. It includes new digital tools such as a Partner Finder map to show where Vitality partners are located in proximity to a specific postcode, and a new Vitality Savings Calculator, which shows how much people could save when they join, based on their personal preferences.
To support the launch of the website and establish PruHealth's brand credentials, creative agency Rapier has developed a press and outdoor campaign called 'Well Rewarded', which builds on three pillars to communicate that PruHealth makes getting and staying healthier cheaper and easier, motivates people with rewards when they get healthy, and looks after them when they become ill.
The campaign, bought by MediaCom in above the line media (national and regional press and 48-sheet posters at rail and tube stations), and by bigmouthmedia in digital media, will run between January to March in the first instance with follow up campaigns planned for later in the year. These will be supported with social media activity including Facebook, YouTube,Twitter and blogger engagement.
Development of the campaign has been led by PruHealth's marketing director, Keith Kropman, who moved to the role from Discovery in March 2011.
He said: "January is typically a time when people are feeling the pinch, both in terms of their waistlines and in their pockets. We are making it easier for them to get healthier and fitter and helping them save money and enjoy life for less. In addition to traditional channels, we are putting a big emphasis on our website and online promotion due to the increasing growth of digital channels amongst consumers in researching and making purchasing decisions about health and health care."
Although other health insurance providers have started to try to emulate the principles of PruHealth's pioneering Vitality wellness programme which was launched in 2004, none offer such rich 'rewards' for the changes people make to live a healthy life. These include discounts with partners such as Vodafone or savings on a range of holidays with partners such as Thomas Cook, Eurostar and Imagine Cruising. PruHealth is also unique in that it can demonstrate that Vitality is more than a marketing gimmick and is based on a wealth of scientific evidence that shows it changes behaviour and makes people healthier and less likely to be admitted to hospital.
PruHealth was launched into the UK market in October 2004 as a joint venture between Discovery and UK insurer, Prudential, in response to a growing need for consumer-directed private medical insurance products.
PruHealth has received several industry awards, including the Most Innovative New Product, Health Insurance Awards 2011, Most Trusted PMI Provider at the 2010 Moneywise Awards, the Best PMI Provider at the 2009 Moneyfacts Awards, Best use of Marketing to Intermediaries (Brokers) at the 2011 Health Insurance awards and the award for the Best Individual PMI provider at the 2010 Health Insurance Awards and 2010 Cover Excellence awards.
The Vitality programme is PruHealth's proven wellness programme that allows all members to get and stay healthy through a range of tools and discounts. What's even better is that the more a member takes part in Vitality, the more PruHealth reward them for it
Head of PR
20 Gracechurch Street
c/o 2 George Yard
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