Westfield Health is dipping its toe into the television advertising water for the first time to raise brand awareness and appeal to new customers. The upbeat six-week campaign is running on both regional and national daytime television and features bright fun imagery of tapping feet.
Westfield's campaign will be supported by radio, magazine inserts, door drops and online advertising. The adverts show feet in different everyday scenarios - walking, dancing, playing and relaxing - giving an impression of vitality and freshness 'brimming' with Westfield Health.
Jill Davies, Deputy Chief Executive of Westfield Health explains the company's decision to introduce a television advertising campaign for the first time, “At Westfield we think that it is the right time for us in our development within the UK health cash plan market. More and more people are encountering difficulties in accessing NHS services when they need them. Cash plans have an important role to play both in helping to support the NHS in those areas where it is facing increasing pressure and in giving policyholders the means to access services at a time that suits them and their family. The challenge we face is to raise awareness and understanding of our health cash plans and the valued benefits they can offer for a low cost. We think this television campaign will help us to achieve this."
One of the main purposes of the television campaign is to boost the awareness and sales of Westfield's direct product, the Good4you Health Cash Plan, which has a wide range of benefits and services including dental, optical, physiotherapy and a GP telephone consultation line.
The 30-second advert is appearing on ITV1, Yorkshire and various Sky channels. Westfield has also launched a new website offering innovative online services to its customers. The site enables existing policyholders to view their benefit balances and claims history, and amend personal information such as bank and direct debit details.
A key feature of the new site is a facility enabling Westfield's Advantage and Good4you Plan policyholders to submit online claims for optical, dental and chiropody treatment.
Health cash plans: News update: June 2008