Health Insurance

In 2011 a major national health insurance provider identified the need to enhance its research capabilities to monitor the impact of a number of changes it was planning to make to its products, branding and advertising strategies. We invited Arnold and Bolingbroke along with a number of other major research houses to respond to our tender. As well as responding to their brief A&B also made a number of suggested improvements to the design that would allow us to not only track the awareness and intention to purchase but also provided a range of useful tools that helped us understand what messaging were being received and how these were being interpreted. The design also allowed us to undertake similar analysis of competitors advertising and understand how successful it was. A&B was selected on the strength of this and the competitiveness of their cost structure.

The brand, advertising and competitor tracker (PHIBIS) provided great data that allowed us to objectively measure the effectiveness of advertising executions, understand when we needed to refresh a change of creative and get an early read on the success or otherwise of competitors executions. Perhaps the most valuable element of the A&B value proposition however was the clarity of insights and strategic input and interpretation of results.

Head of Product, Segment and Research