Re-envisioning the appeal of the mutual sector to consumers

Bob AndrewsChief Executive Officer

17/10/2018

Benenden Health’s Heritage

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Creating a healthcare category of our own. Our latest & current re-invention

Benenden Health. The affordable alterative to health insurance • Disrupting the healthcare market with a new proposition, creating a category of our own and becoming a challenger

brand

• Need to let consumers know that an affordable alternative exists and that Benenden Health offers it

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But…..85% of people already have a healthcare brand in mind when they come into

market

We want to own more of that 85% and become a household

brand

Repositioning one of the oldest mutuals

• Opportunity to be ‘new’ again

• Re-launch a savvy approach to private healthcare services and a credible and affordable alternative to PMI

• Reset the Benenden Health brand as fresh, revitalised, modern, relevant and accessible healthcare with mass appeal

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Relaunching as a modern day mutual

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The emotional brand factors of mutuality

• Used the commercial ‘hook’ of affordability to capture interest initially

• More than ever trust, reputation and experience are influencing purchase decisions for the core 45+ audience

• Mutuality is still a big business for us and remains our core purpose today – existing for the sole benefit of our members

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Scale800,000+ members

Heritage113 years of healthcare provision

Member Advocacy4 out of 5 would

recommend

Mutuality‘People powered

healthcare’

Award WinningMoneywise

Benenden Hospital Outstanding CQC

rating

Modern Day Mutual – Social Media

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Our suite of employer guides

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Nov 2017 April 2018 June 2018 October 2018

Modern Day Mutual – Thought Leader

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What’s next for Benenden Health

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1 million members

Extending our product portfolio

Owning our own events

Heightened brand

awareness

“Together we improve the nations health”

Questions?

17/10/2018