The Brief
Benenden Healthcare Society serves a wide number of different audiences and a need was identified to develop a marketing and communication strategy that targets each of the audiences in a more specific, tailored way. In order to inform the strategy development, qualitative research was required to understand how each audience viewed healthcare provision in general, what they thought of Benenden as an organisation and how appealing they found the healthcare services offered by Benenden. Potential communication messages were also tested, to identify which had the broadest appeal in driving interest in taking Benenden membership.
Our Research Approach
12 sector audiences were covered in this research through a total of 14 discussion groups, were conducted across the UK:
- Fire and rescue / Ambulance services / Police
- Armed forces
- NHS
- Education
- Civil service / Local authorities / Housing associations
- Charity
- Royal Mail / BT
The Output
The findings provided guidance on a universal proposition that worked across all sectors with recommendations on individual messages and straplines that resonated best for each audience, including clear guidance on the main hooks that would encourage sign up. The findings were presented to the senior marketing team and formed the basis of the new communications and marketing strategy.