Better Health

Creating a standout health insurance brand

Client

Better Health

Industry

Finance

Marketing

Strategy SEO Paid Media Social

Creative

Brand CRO Design Website

Understanding the challenge

Helping customers get more from health insurance.

Better Health Insurance Advice is a regulated health insurance broker based in Bournemouth. As a specialist broker, they help customers save money on their medical insurance policies. They work with the four leading health insurers who together represent 90% of the UK health insurance market.

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Overview.

We partnered with BHIA to help launch their completely new brand offering to the health insurance market. As a completely new brand, all content, assets and materials had to be created from scratch and a strategy to drive sales and growth had to be defined and implemented.

Working closely with the Better Health Insurance Advice team, we established the needs and requirements of health insurance customers. This research helped to inform the design and build of a new website, articles and guides, and a multi-channel digital marketing campaign.

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Response.

We ran a series of workshops with the senior management team, sales, marketing and compliance to fully understand the unique offering that Better Health Insurance Advice were taking to market. Analysis of search behaviour then helped to establish the best way to communicate their brand proposition in the most effective way.

Organic and paid search strategies were used to harness in-market users while display and social channels were utilised to extend reach and drive awareness of their core offering. Benchmarking and analytics tools were put in place at launch to ensure all performance could be tracked. Following an initial test-and-learn period with limited media spend, where campaigns were optimised on a daily basis, the frequency and volume of ads served were increased in order to generate a higher volume of leads and sales.

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quote mark graphic

With an agency background myself, I would highly recommend Complete to anyone looking for a reliable digital marketing partner. They innately understand all aspects of performance marketing and pull out all the stops to achieve results. The team are also a pleasure to work with.

Sean Ginnaw, Head of Digital at Better Health Insurance Advice

x5

Increase in leads.

80%

Reduction in cost-per-lead.

x8

Increase in monthly search traffic.

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