pab
consulting
london
pruhealth: intermediary channel
case studies
background
the opportunity
prudential and discovery of south africa launched a joint venture initiative bringing a discovery proposition to the uk and leveraging the prudential brand. the business was launched and grew quickly - it had an initial focus on the direct to consumer market and had begun the development of an intermediary business for brokers and employers wishing to offer private medical insurance as an employee benefit.
pabconsultinglondon copyright 2011
the solution
conducted a communication audit to establish gaps and duplicate material. consulted the sales team to understand how they worked and how best to communicate with intermediaries. developed an intermediary marketing function with clearly defined roles and responsibilities. devised and implemented integrated campaigns using online, press and direct mail (postal and e-shots). launched a broker incentive scheme and corporate proposition.
results
- established a dedicated fit for purpose intermediary marketing team which fully supported the sales team
- developed a full suite of marketing collateral and operational material to support the intermediary business
- launched the corporate pruhealth proposition with considerable uptake
- launched the broker vitality (broker incentive scheme) to attract and retain specialist insurance brokers
- restructured the intermediary element of the website to make it customer centric
- launched measurable campaign activity to brokers and employers increasing market share
- developed a marketing strategy and assisted hr with the development and cascading of pruhealth values.
marketing | internal communications
pruhealth didn't have a dedicated intermediary marketing function that could support the growing sales team. support was limited, activity sporadic and inconsistent. pruhealth did not have the necessary marketing strategy, collateral, campaigns or specific marketing and communication resource in place. the business had a compelling proposition but it wasn't able to market effectively preparing the ground for the sales team.
