It was interesting to read in the comment page of the July issue of COVER the market views on a priv...
It was interesting to read in the comment page of the July issue of COVER the market views on a private medical insurance (PMI) PR campaign. But I feel a few points need to be addressed.
I disagree with the view that an industry-wide initiative would be 'viewed as a cynical hard sell' and 'could jeopardise the partnership approach that is proving so effective' creating a 'them-and-us' environment. This is an out-dated view that does not recognise the problem of stagnation the industry is facing – certainly in the individual market sector. In my opinion, any them-and-us issue is a concept that is nurtured by the Government, which only implements 'the partnership approach' as and when it suits.
Conversely, Alison Platt from BUPA should be applauded for her succinct and on the ball appraisal of the situation. The issues that she raises are the very issues that we should be addressing in an industry PR campaign.
A professionally-conducted non-generic campaign by a media relations specialist would be sensitive to these issues and would address the them-and-us issue by highlighting the afford-ability of medical insurance, comparing the cost with common everyday outgoings and emphasising the need in today's world for quick, effective treatment. People need to understand the private sector is actually putting money into healthcare and helps relieve the pressure on over-stretched NHS resources. We do not need to criticise the NHS – that is being done for us already by the media.
It might be useful to explain what we could expect to achieve with a PR consultancy budget of, for example, £100,000 pa.
We should be looking to appoint a PR consultancy with a good level of knowledge of financial services, healthcare and of promoting trade campaigns. A non-generic PR campaign to promote the value of PMI would probably encompass everything from the development of key messages, strategies and tactics to media liaison, feature placement, speaking opportunities and speech writing.
A PR campaign fund would have to be raised from insurers, private hospital operators and other interested parties. Given the appropriate funding and the right PR consultancy, we could expect to generate a substantial amount of activity and a good return on investment.
I am convinced that a professional and focused PR campaign, driven by the funding parties and co-ordinated by an organization such as the Association of Medical Insurance Intermediaries, would create the tipping point required to energise the industry and make in-roads into the high percentage of uninsured people. But we need to do it now.
l If you have any views on this or any other issue, please email: Kirstie.Redford @incisivemedia.com
