Medical Protection Society (MPS) is the world’s leading not-for-profit protection organisation for doctors, dentists and healthcare professionals. The organisation has been around for over 125 years with a highly renowned and well-established brand, protecting and supporting the professional interests of more than 300,000 members around the world.
As new less-established insurance players enter the medical indemnity market, price has become one of the biggest factors to influence new medics to purchase indemnity. These younger, more fickle consumers are harder to influence and retain. Even for the market leader, when competitors claim to offer the same elements of service. MPS enlisted our help to devise a new comms strategy to reinforce their impressive values and product offering to young dentists.
Firstly we researched the standout qualities of the Dental Protection product with a series of in-depth interviews across the business. We determined many real advantages over the competition that could be repositioned to appeal to this younger member base. We developed a series of creative propositions ranging from safe to pushing new boundaries of messaging which we worked up into ad creative. We also planned an integrated media campaign to launch this messaging to market.
Our research process unearthed some real key elements that led to a shift in direction for the business and offered more value than simply great campaign creative. It provided clarity to the Dental Protection proposition and highlighted the strategic aspects to focus on for the next few years. Check out the creative and key strategic framework that we developed below.
the process in a nutshell
Step 1. Market Research
Step 2. Identify MPS Unique selling points and objectives
Step 3. Develop and refine communication strategy
Step 4. Produce and refine copy it fit the desired strategic approach
Step 4. Produce design concepts
Step 5. Select final designs & distribute across multiple channels
Brand messaging STRATEGY
Strategic Approach:
– Defend against negative price comparison by differentiating superior offering against competitor set
Positioning:
– Not all dental insurance is the same
– Safeguard your career and your financial future
Proof of Need:
– Average of two claims during dental career
Assertive Communication Message:
– Best in class
– Not all dental protection is the same
Delivery Channel Mix
– Owned Media
– Earned Media
– Paid Media
– Outgoing Member Comms
– Service Comms
– Internal Comms
Seminars/Webinars, Website, Social Channels, PR (online & offline), Industry Events & Speakers, Trade Press Advertising, Prospect Direct Mail, Member DM & emails, Prism, Member Pack, Member Ops narrative, In-building comms & Intranet
We really appreciate the work that has gone in to the Young Dentist campaign. It's clear you've absolutely understood our challenges and delivered a great framework for us to build on going forward. _
