BCWA is running a consumer advertising campaign in the national press aimed at raising the profile of health intermediaries.
Unlike recent campaigns by market leaders, BUPA and PPP, the BCWA campaign is not being used to promote a direct service. Instead it will raise awareness of the products that can be bought through intermediaries.
The A4 sized advertisements (shown right) will appear for two months in the Daily Telegraph, The Times, Sunday Times
news section, Mail on Sunday’s Financial Mail
and Sunday Telegraph
According to sales and marketing director, Philip Fowles, the main objective is to establish BCWA Healthcare’s brand in the market. The ads are also intended to promote the peace of mind private healthcare is renowned for.
“There have been massive campaigns from PPP and BUPA and people sometimes don’t know who the smaller players are. The campaign is designed to feature the quality and range of services we offer in our own unique way. It will enable IFAs to sell our product to the market,” Fowles said. Fowles hopes the advertisements will help generate more company-paid business: “It should particularly appeal to the business decision-maker in companies with 10 to 49 employees. These are the core of the `small group’ market.”
Fowles said the current marketing push towards the smaller end of the corporate market would provide a good opportunity for intermediaries to capitalise on existing client bases, especially in the busy spring renewal period.