Health Of The Nation
Brief
Get media cut-through in the crowded insurance market for Health of the Nation, Norwich Union’s bi-annual poll of 250 GPs across the UK.
SolutionThe report was something that the media was well familiar with, but inspite of this, our Consumer team analysed the findings and was able to extract strong, new themes that we exploited over a six month period. We recommended supplementing the GP research with consumer surveys to provide a comparison for the media between professional and public opinion, and maintained a close eye on the news agenda in order to release each of the stories at their most impactful time. We focused on four main angles for our media sell-in, with well-briefed spokesepeople and robust independent comment for us in broadcast: • Celebrity fad diets • Parental right to know • Ageing Intermediaries • Teenage depression
ResultCelebrity Fad Diets achieved: 22,901,850 OTS with 17 pieces of print coverage including The Times, Daily Telegraph, regional newspapers such as The Scotsman and Metro and 13 pieces of online coverage. Nine pieces of coverage appeared in the IFA media on Ageing Intermediaries, including every key target publication: Health Insurance, Professional Broking, Mortgage Strategy and Money Marketing generating 544,314 OTS. Parental Right To Know has generated 6,108,334 OTS through six pieces of coverage. Teenage depression generated 45 pieces of national and regional coverage, including branded coverage on the front cover of the Daily Mail, with a total OTS of 100,405,418.