Benenden Health

Building trust in healthcare

Bob Andrews is CEO of not-for-profit healthcare provider Benenden Health, having previously spent years in executive roles within the financial services and insurance industries.

Definition’s healthcare PR team was asked to help build Bob’s profile in key target media, to supplement the targeted profile-raising activity for Benenden Health as a healthcare provider. Definition created a bespoke media strategy for Bob based on a series of carefully-crafted key messages, enabling delivery via a rigorous media training programme.

Through Definition’s Brand U leadership branding programme, the team delivered regular thought leadership opportunities, including interviews and opinion columns to raise Bob’s profile and establish him as a credible thought leader at a time when trust in healthcare was of paramount importance.


  • Appearances in key press, including Sky News and the Yorkshire Post
  • More than 43 million opportunities to see or hear about the key messages
  • Interviews with the BMJ
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