How do you build healthcare brand fame that lasts?
For over a century, Benenden Health has been a not-for-profit organisation committed to improving access to healthcare. As one of the UK’s longest-serving and most respected mutual healthcare societies, it offers an affordable alternative to private healthcare to more than 870,000 members.
And because it’s a mutual, the more members it has, the more it can help them – which means raising brand awareness is super important.
But if everyone’s talking about health, how do you make sure they’re also talking about you?
Six years of non-stop stories
We wanted Benenden Health to be seen as an expert voice – which meant we had to get them noticed.
It started with our day-to-day press office getting the Benenden Health name out there – jumping on health news stories, sharing expert commentary when it mattered, and turning health awareness days into a chance to be seen.
So when trust in healthcare was wobbling, our executive profiling work put CEO Bob Andrews front and centre. He became the voice you’d hear on Sky News and read in the British Medical Journal – giving Benenden Health 43 million opportunities to reach everyone from patients to doctors.
Then our targeted campaigns tackled everything from COVID’s effect on the NHS to the menopause, mental health for new parents, and what wellbeing means at work. Plus, link-building boosted Benenden Health’s web traffic until 68% of sign-ups happened online – no small feat, in any sector.
Starting a movement with the Gender Health Gap
The bit we’re most proud of? Our Gender Health Gap campaign.
We started by listening: 10,000 people covered by two major surveys. We joined forces with the Fawcett Society, then launched big – with broadcaster and women’s health advocate Cherry Healey raising her mic for women’s health. What followed was a national conversation, with the issue finally getting its moment in the spotlight.
It got over 70 headline stories across BBC regional radio, Forbes, The Independent, Cosmopolitan, The Mirror, Metro UK…the list goes on. 350 million people saw the story. Marketing leads? Up by 516%. And the cherry on top: B2B PR Campaign of the Year at the Prolific North Marketing Awards 2024.
Making headlines where it matters
From The Times and The Telegraph to HR Magazine and The Independent, our work landed in the papers – and on the screens – that healthcare decision-makers, the public, fellow businesses and prospects actually read. That’s how you build real credibility.
Exceptionally healthy results
Here’s what loud looks like in numbers:
- 5 billion times Benenden Health’s name has been seen or heard since 2019
- Nearly 1,300 pieces of media coverage in six years
- 63,000 new members in one record-smashing year
- Winner: B2B PR Campaign of the Year, Prolific North Marketing Awards 2024
People noticed too: spontaneous brand awareness up 3%, and consideration to join up 5%. That’s business impact that builds on the buzz.
Get in touch“Definition’s strategic PR and thought leadership campaigns, targeting a range of diverse audiences across a range of platforms, has helped the society build trust with members and customers, showing increased engagement through positive net losses, increased brand awareness and record sales results.”
Natalie Walker, Head of Marketing, Benenden Health
“Definition’s strategic PR and thought leadership campaigns, targeting a range of diverse audiences across a range of platforms, has helped the society build trust with members and customers, showing increased engagement through positive net losses, increased brand awareness and record sales results.”
Natalie Walker, Head of Marketing, Benenden Health
Want to build brand fame that drives real business results? Our healthcare PR team knows how to turn expertise into influence – and coverage into customers.
