MPS: Achieving 20% ad recall
Defining a new, distinctive brand proposition
MPS, the world’s leading provider of professional indemnity for doctors, dentists and healthcare professionals, was up against it. Low product differentiation within the category, the threat of cheaper insurers and a lack of understanding of the true value of their membership was impacting their bottom line. Something needed to change.
They turned to Co-Create by SHARP. Through global Co-Create by SHARP workshops with doctors, dentists and members, we were able to understand their needs and perceptions about discretionary cover. ‘We Stand for Certainty in an Uncertain World’ became their new co-created proposition. This was supported by a new brand promise, ‘Always by Your Side for Every Eventuality’, brand messaging, comms hierarchy, and a suite of global campaigns.
Bespoke creative to accelerate acquisition
An impactful global brand campaign promoted Medical Protection and Dental Protection to future and existing members through brand messaging that tapped into real audience insights. A suite of targeted, creative brand ads were deployed across press and social media. And a bespoke campaign for their risk prevention training increased member sign-ups by showing the added value of a membership.
This was all supported with video content and tailored email campaigns. The strategic-first approach also laid the foundation for local campaigns in South Africa and Ireland, as well as audience-specific campaigns for international doctors, students and consultants.
20% ad recall
8,000 video views in a week
50% average email open rate
“SHARP are just a great agency to work with. They really do deliver on strategy, creative and results.”
Natalie Toft, Marketing, Brand and Communications Director
Bold creative. Impactful ideas.
Whatever we create, you can be confident that it’s built firstly on strategy developed by our specialists. The team then uses their experience and expertise to ensure the ideas activate the impact you need.