Challenge

Generate increased sales leads for HealthSure healthcare cash plans and clarify the potentially confusing nature of the product. HealthSure came to Huet Aminto as one of the UK’s leading providers of healthcare cash plans. Basically, policyholders pay a small regular sum in, then when they receive any eligible treatment they can claim money back towards the cost. HealthSure recognised that the biggest obstacle to growing their business was widespread misunderstanding of what they offered, and market research proved it.  Most people in the research groups had never heard of HealthSure and didn’t understand the product. Many had it mixed up with Private Medical Insurance. Yet these were people selected as health-conscious, financially astute members of HealthSure’s target market.

So, although our ultimate task was securing more policyholders for HealthSure, a major challenge along the way was clearing up the confusion.

Creative thinking

The “feelgood” campaign we developed featured photographs of friendly, normal-looking people expressing their happiness with HealthSure, in particular how easily they can afford everyday healthcare such as new glasses and dental treatment for themselves and their families. The branding was strong and the tone was suitably breezy, but how successfully were we communicating the unfamiliar and potentially confusing HealthSure concept? 

Results

In a word, instantly. When members of the research groups were shown the HealthSure literature we had developed, 94% of them found the product offering either very clear or just plain clear. The research groups also found our work for HealthSure to be inviting, attractive and informative. They warmed in particular to the photography. Best of all, 70% said they’d be likely to respond.

And respond they did. After the campaign’s first month HealthSure had received 71% more enquiries than the same month in the previous year. 

12 months later there was a further 36% increase.