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RE-POSITIONING AND RE-BRANDING A HEALTH INSURANCE BROKER FOR A BETTER CUSTOMER EXPERIENCE

Disciplines covered

Brand Development • Brand Positioning • Copy Writing • Design • Email Marketing • Market Research • Marketing Strategy • PPC • PR • SEO • Website Design • Website Development

Industry sector

Healthcare • Insurance

Vitality owned specialist health insurance broker Insure Your Health appointed a bespoke Pimento team to build and execute a total rebrand, and develop and deliver their first ever marketing campaign.

The project included the design and delivery of a fully integrated marketing strategy, with critical stakeholder and board buy-in. Rebranding from ‘Insure Your Health’ to ‘Better Health Insurance Advice’ reflected the new brand positioning, customer focus and the tailored advice offered by these specialist brokers.

Resourced through an acting Pimento CMO and HOM, plus a hand-picked team drawn from the Pimento network, the project included development of a new brand identity, values and tone of voice – in parallel with delivery of a new website and an extended customer proposition.

Rebrand deliverables included: customer & prospect research; content strategy development & execution; website build & management; customer contact strategy; marketing automation; photography, video production; blog; PR; PPC; social media; prospect email campaigns; copywriting; thought leadership/white papers; plus a newly branded office and brand engagement events for the team.

Results proved the case for test & learn marketing campaigns to generate higher quality leads:

248% increase in traffic

170% increase in leads

22% reduction in cost per lead

“Put simply, Pimento do what they say they do. They’re a very professional, commercially aware business that help you formulate plans/decisions, and then waste no time in finding shortlists of quality firms from their network to fulfil whatever aspect or element of Marketing input that is required. I will continue to use Pimento and am very happy to recommend others to do so.”

Managing Director, Better Health Insurance Advice