Benenden Healthcare rebrands and looks to grow in tough UK healthcare market

With the New Year comes a new trading style for ICMIF member Benenden Healthcare Society, a leading health and wellbeing mutual, as it seeks to redefine itself in the tough UK healthcare market. The new brand name for the organisation will be “benenden health”.

The organisation, which aims to support and complement the healthcare provision of the UK’s National Health Service (NHS), is seeking to bring its offering to a wider UK audience as a result of this rebrand.

Voted the UK’s most trusted healthcare provider for two years running, the move to the new benenden health brand follows the decision taken by the healthcare provider’s 2012 annual conference to remove restrictions on membership eligibility so that all UK residents aged over 16 are eligible to join the organisation. That historic decision last summer means that for the first time in its 108 year history benenden health’s marketing team can now target the wider UK market.

Marc Bell, Marketing and Business Strategy Director at benenden health said:

‘We now have a powerful and distinctive brand that will help us stand out in an extremely competitive healthcare market. Our members have given us a massive opportunity for growth and our goal now is to build a powerful sector player. benenden health is an affordable non-profit alternative to private medical insurance.

‘Significant brand changes are being launched in order to convey our vision of being the intelligent approach to modern healthcare and to introduce our offering of mutual, not-for-profit healthcare offering to a wider UK audience.’

As part of the rebrand a new benenden health website has also been launched, designed to be a powerful tool for members looking for healthcare advice. A new members’ area at www.benenden.co.uk will allow for membership details to be securely accessed and will help to drive more engagement with the members, in keeping with democratic structure of the organisation.

As part of the rebrand, benenden health are launching a multi-million pound advertising campaign which includes taking the brand onto UK TV for the first time, as well as radio and national press advertising to help communicate the benefits of joining the healthcare mutual and also promoting their mutuality.