Benenden Health rolls out repositioning with new blitz

benenden healthBenenden Health is aiming to tackle preconceptions about private healthcare with the launch of a new multi-platform ad campaign, complete with rebranding and a new tone of voice.

The not-for-profit healthcare provider’s 2022 “Time for a Check-in” campaign, run in partnership with Channel 4, used the proposition “Healthcare Done Differently”.

The activity gained an unprecedented year-on-year brand awareness increase of 5%, and year-on-year brand consideration increase of 11%.

To build on this, creative agency McCann Leeds has been tasked with further evolving the Benenden Health brand.

The refreshed tone of voice also originates from the foundations of last year’s campaign, incorporating key characteristics of being “reassuringly different, bold and accessible to its audience”.

The voiceover states: “Whoever you are Britain, we’ve got you. With affordable private healthcare for everyone.
“Okay, we know what you’re thinking – private healthcare. It’s expensive. Exclusive. It’s for privileged people, never-had-any-health-issues-before people, people other than you.

“Actually, it doesn’t have to be any of those things. Because at Benenden Health, we do healthcare differently.”

The activity, produced and directed by London-based Bullion Productions, features a series of four films and two radio ads targeting B2C and B2B audiences, with the aim of further tackling the myth that private healthcare is expensive and not accessible.

The 30-second TV ad emphasises these perceptions, using “real-life” scenarios to set the scene that healthcare is both affordable and inclusive. It is supported by two 10-second B2C ads and Benenden Health’s first dedicated B2B key consideration ad, as well as two radio ads that echo the repositioning.

Benenden Health head of marketing Natalie Walker said: “If we want to provide private healthcare for the everyday person and for businesses, we’re going to have to tackle people’s preconceptions about it first.

“At Benenden Health we understand why many dismiss private healthcare down to their worries about paying increasingly high fees, or even being rejected due to pre-existing conditions. In this campaign, we’re going to show everyone that there is an alternative, while also bringing some relatable humour and trademark Benenden Health positivity into the mix, too.

“So, whatever people think about private healthcare – we’re here to show them something different.”

McCann Leeds managing director Olly Sowden added: “This new campaign represents the next evolution of the Benenden Health brand, having moved the brand into the ‘Healthcare for Everyone’ space in the four years since working together.

“We’ve taken the stance of wanting the brand to always push on and never standstill. The Channel 4 partnership pushed the brand into a braver, younger space, and this next campaign is pushing it on again.

“We’re constantly striving to be more, and more confident in how we articulate Benenden Health’s unique positioning, and how we overcome pre-conceptions and barriers. We can be confident as it is a truly authentic proposition.”

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