Benenden Healthcare Society rethinks marketing efforts
Mutual healthcare provider Benenden Healthcare Society says it has revamped its marketing strategy in an effort to raise membership figures.
The society has 900,000 members and wants to position itself as the leading 'health and wellbeing' mutual organisation in the UK.
To this end it relaunched its website last month and is now preparing to distribute copies of its relaunched monthly magazine, BenHealth, to members.
It hopes its new site, which allows users to find relevant healthcare information and appropriate services more easily and includes a revamped members' area, will appeal to younger audiences.
Alongside the new site Benenden says it has been working to build up its presence on social networks including Facebook, Twitter and YouTube.
It has so far used these sites to comment on breaking health news stories, showcase the work being done at its hospital in Kent and interact with patients and members.
BenHealth, meanwhile, has been redesigned by Caspian Publishing and members will get their new-look magazine on 1 September.
Benenden said all activity to date forms part of the society’s wider five year commercial strategy which focuses on "product development, with new services due to come on line over the next year, and an effort to refresh and build the brand, making it more appealing to a variety of audiences".
Yesterday The Drum reported that the society is reviewing its marketing roster.