Young Dentist Acquisition Communication Strategy

Overview

Medical Protection Society (MPS) is the world’s leading not-for-profit protection organisation for doctors, dentists and healthcare professionals. The organisation has been around for over 125 years with a highly renowned and well-established brand, protecting and supporting the professional interests of more than 300,000 members around the world.

As new less-established insurance players have entered the medical indemnity market, price has become one of the biggest factors to influence new medics to purchase indemnity. These younger, more fickle consumers are harder to influence and retain. MPS enlisted our help to devise a new comms strategy to reinforce their impressive values and product offering to young dentists.

Services

Digital Strategy
Growth Strategy
Media Planning

The Process

Firstly, we researched the standout qualities of the Dental Protection product with a series of in-depth interviews across the business. This insight allowed us to identify many real advantages MPS held over the competition that could be repositioned to appeal to young dentists and members.

We developed a series of creative propositions aimed to push new boundaries of the key message, which was worked up into ad creative. Planning an integrated media campaign to launch this messaging to their audience across the market.

The Outcome

The research we conducted unearthed key elements that led to a shift in direction for the business and offered more value than simply great campaign creative. It provided clarity to the Dental Protection proposition and highlighted the strategic aspects to focus on for the next few years. Check out the creative and key strategic framework that we developed below.

Brand Strategy

Strategic Approach:
– Defend against negative price comparison by differentiating superior offering against competitor set

Positioning:
– Not all dental insurance is the same
– Safeguard your career and your financial future

Pillars:
– Defense
– Protection
– Educate Younger Dentists

Proof of Need:
– Average of two claims during dental career

Assertive Communication Message:
– Best in class
– Not all dental protection is the same

Delivery Channel Mix

– Owned Media
– Earned Media
– Paid Media
– Outgoing Member Comms
– Service Comms
– Internal Comms

Seminars/Webinars, Website, Social Channels, PR (online & offline), Industry Events & Speakers, Trade Press Advertising, Prospect Direct Mail, Member DM & emails, Prism, Member Pack, Member Ops narrative, In-building comms & Intranet.

“We really appreciate the work that has gone in to the Young Dentist campaign. It’s clear you’ve absolutely understood our challenges and delivered a great framework for us to build on going forward.”

Sinead Dowd - Campaign Co-Ordinator at MPS