How we helped reposition and promote a professional medical indemnity provider as a trusted, affordable solution for private practice surgeons and brokers.

Other great work

Although EthiQal was launched two years earlier, the brand was unknown in the market and battled to convert sales. Constantia Insurance, the underwriter of EthiQal, wanted to reposition and build the brand, and generate sales leads in a highly specialised market.

The results

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Over R3 million

in publicity generated

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526%

social media follower growth

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No.1 on Google

for the search term “medical malpractice”

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385

qualified sales leads from private practice surgeons

The solution

A new brand strategy, brand guide, campaign Big Idea and website were developed, followed by a 6-month, omni-channel campaign to create brand awareness and promote EthiQal’s unique benefits.

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BRAND STRATEGY AND CREATIVE IDEA

Following an industry benchmarking exercise, a brand strategy was developed to position EthiQal as the indemnity cover provider that is committed to keeping South Africa’s doctors in business. Three USPs, which differentiate EthiQal from its competitors, were highlighted with unique icons and used across all campaign elements. A campaign Big Idea was developed – portraying how doctors should stay focused on treating their patients to ensure they have healthy futures, while EthiQal takes care of their indemnity cover to ensure their practices have a secure future.

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BRAND DEVELOPMENT

A new brand style guide was developed to ensure consistent, on-brand content and to communicate the brand’s design standards.

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WEBSITE DEVELOPMENT

A dynamic new website with the new positioning and creative was developed. The site is optimised for sales leads and engagement with simple navigation, responsive design and strong calls to action. A blog was incorporated into the site for the regular upload of informative and valuable articles that are relevant to doctors in private practice.

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Total page views: 6 364
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Average time spent: 2 to 3 minutes per blog
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DIGITAL MARKETING

A Google Adwords campaign ensured that the website rated number 1 on Google for the search term "medical malpractice". Banner ads were placed on medical association websites to further drive traffic to EthiQal.

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No 1. on Google for the search term "medical malpractice."
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DIRECT MARKETING

An email newsletter, with articles focused on providing doctors with relevant information on how to manage their indemnity risk, was mailed to existing and potential clients as well as insurance brokers.

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Average open rate: 45,4%   Industry average: 26,1%
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SOCIAL MEDIA

To promote the brand, engage with followers and generate sales leads, social media pages on Facebook and LinkedIn were constantly updated with informative and relevant content consisting of posts, articles, videos and infographics.

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526% increase in followers
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PUBLIC RELATIONS

Publicity was negotiated across consumer, medical and insurance trade media to create awareness, build the EthiQal reputation and position its leadership as industry experts.

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Over 300 million in PR Coverage
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What our client had to say...

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Stratitude truly entrenched themselves in our business and developed a strategy that was aligned to our objectives with clear KPIs. As a result of the campaign, our brand awareness increased substantially in a highly specialised and competitive market, we generated new sales leads and the marketing also aided client retention.

The team always goes the extra mile to deliver value and I highly recommend their services both from a strategy and campaign implementation perspective.

Alex Taljaard

Head: Marketing, Constantia Group

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