Customer: Just Private Medical

Just Private Medical are health and life insurance specialists, focusing on life insurance, private health insurance, critical illness cover and income protection for individuals and businesses. To engage with their existing customers on a deeper level, they wanted to run a marketing campaign targeting personal referrals.

Marketing campaign requirements

Scream Blue Murder had previously designed and copywritten a monthly newsletter. Comprising the latest news, advice, and valuable information, it was sent to existing customers. The Just Private Medical team now wanted a marketing campaign that was:

  • Creative and memorable
  • Initiated a ‘hook’ for further customer conversations
  • Incorporated an incentive to encourage participation
  • Easy to fulfil

Our Approach

When creating a marketing campaign, we begin by focusing on the target audience – understanding who they are, what challenges they are facing, how we can best communicate with them and how we measure the results. For us, this campaign was all about ‘protection;’ Just Private Medical ‘protect’ their customers through their policies, so how could we ‘protect’ them through a marketing campaign…? By using plasters, of course!

Marketing campaign results

  • We designed and printed 250 hundred ‘plaster packets’ to be mailed to Just private Medical’s existing customer base.
  • Containing genuine plasters, this ‘lumpy mail’ was practical, fun, and eye-catching.
  • Core products were promoted on the front, while the reverse detailed a promotion where customers could win cash and an iPad through new referrals. A scannable QR code revealed all terms and conditions via a website landing page.
  • The marketing campaign provided a perfect ‘hook’ for the Just Private Medical team to schedule follow-up calls with all who received them. The fun mechanic was a great conversation opener as an introduction to talk about changing family circumstances and opportunities to revisit existing products. More importantly, it was a great way to discover if they knew of any friend or family member who may be interested in talking to the team.
  • The simple three-step process to a successful referral resulted in the recipient earning £10 cash for a potential new client introduction, £90 cash for when they became a new client, and for every new client, one entry into a draw to win an iPad.