CAMPAIGNS: Complementary health insurance - Financial Services

Legal & General recently entered the crowded private medical insurance (PMI) market with Lifetime HealthCare, a product which encompasses complementary therapies such as acupuncture and osteopathy. The PR campaign coincided with the opening of a direct sales call centre and a poster campaign.

Legal & General recently entered the crowded private medical

insurance (PMI) market with Lifetime HealthCare, a product which

encompasses complementary therapies such as acupuncture and osteopathy.

The PR campaign coincided with the opening of a direct sales call centre

and a poster campaign.



Objectives



To promote Legal & General as an innovator, and establish the company as

an important player in healthcare in the eyes of key journalists.



Tactics



Independent research was conducted for Legal & General to determine the

public’s level of understanding of PMI and establish specific areas of

concern and interest. As a result three initiatives were chosen.



A guide, HealthCare Maze, was produced in response to research findings

which revealed that half the population do not understand PMI. The guide

is generic and explains the difference between critical illness cover

and income protection plans.



Because this was very much a personal finance story, eight key personal

finance journalists from the national press were invited to the October

launch of the guide at a leading restaurant.



The second initiative, ’Doctorphobia’ (a survey of attitudes to GPs)

revealed that most people in the UK will suffer at work rather than take

time off sick. Forty journalists from national, trade, medical and

personal finance press were invited to the survey launch at Legal &

General’s offices at the end of October.



Another publication A guide to acupuncture, chiropractic, homeopathy and

osteopathy’ (the Guide) also picked up on the groundswell of interest in

these treatments and research findings that one in four UK adults has

tried them. Eleven personal finance and healthcare writers from national

and trade press were invited to the launch in November at Champney’s,

which provided the opportunity for in-depth interviews.



To help secure coverage a pool of media trained spokespeople and

independent financial advisers was built up. Electronic Media Relations

syndicated features tapes to radio stations. Live and recorded

interviews were done from EMR’s studio for the complementary therapies

and Doctorphobia campaigns.



Results



HealthCare Maze has so far secured 10 articles in the national press,

two in personal finance magazines and a mention on BBC television’s

Really Useful Show.



The complementary therapies guide was covered by nine nationals, four

regional papers and five trade magazines, as well as 56 local radio

stations.



Doctorphobia appealed to only one national, the Times, but was covered

by 12 local papers and three trade titles. This initiative was also a

hit with local radio, covered by 64 stations and Radio 5.



TV coverage included BBC 2’s Working Lunch, Granada Talk TV and GSkyB’s

Good Life Health Guide.



Evaluation by Computer Media Services on the impact of coverage in the

national press in November placed Legal & General in second place behind

PPP. A freephone number for the guides was included in most editorial

coverage, giving an exact measure of interest. L&G couldn’t provide

exact figures, but requests ran well into the thousands. Interest in the

two guides was about equal.



Verdict



Research into what would capture the attention of the public and media

paid off with a high level of requests for the guides and widespread

coverage.



’The press were keen to offer readers something of value which was not a

puff for Legal & General,’ says L&G head of PR, John Morgan.

Doctorphobia, which offered less to readers, noticeably captured less

attention in the national press. Targeting specialist journalists and

trying to establish a good relationship with them was also a sound

move.



Client: Legal & General

PR Team: Sector PR and in-house

Campaign: Launch of Lifetime HealthCare Plan

Timescale: Oct - Dec 1996

Cost: Estimated pounds 25,000 - pounds 30,000



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