Inspiring members to make healthier choices with an integrated multi-channel publishing strategy

Overview

Small lifestyle changes can lead to huge health benefits. We all know it and, by focusing on creating bite-sized, digestible and reliable wellbeing content in print and online, we’ve enabled low-cost health insurer Benenden to shout about it – reaching wider audiences, recruiting new members and raising its profile in the process.

Results

Revenues are up, members are highly engaged and, with our 360-degree approach to content commissioning, budgets are going further than ever. And, by launching the first-ever British Health Journalism Awards, Benenden is not just being talked about at a national level, it is now associated with the best health and wellbeing commentary around. With awards for its thought-provoking videos and event content at the 2017 IoIC Scotland Awards, Benenden's brand awareness is at an all-time high. 

Credits: Herald and Times Group (header), Noah da Costa (above), Angela Catlin (below).

Client 

Benenden

Sector 

Consumer and charity

What we do

  • Content strategy
  • Member magazine
  • Advertising sales and sponsorship
  • E-newsletters
  • Digital content
  • Video
  • Consultancy
  • Events

The team at Think has brought a wealth of great ideas to Be Healthy, through award-winning writing and design coupled with a willingness to advise and consult. Our new-look magazine and its accompanying suite of digital content has proved hugely popular with members, helping drive sales and support retention. Think's work in print, online and launching the fantastic British Health Journalism Awards has really put what we do on the map

Paul Keenan
Head of Communications, Benenden