An insurance company creating healthy conversations, and greater value, for its customers
KeepBritainBiking.com is a service of UK-based Devitt Insurance Services Ltd (“Devitt”). The website helps bikers exchange views and useful information about biking, to help new and experienced bikers get the most out of biking.
Here are some lessons for health marketers to take away KeepBritianBiking.com:
1. It creates a meaningful difference in the lives of its customers – beyond the initial transaction and the occasional call about a claim or a rate adjustment.
2. It allows Devitt to build an emotional connection with their customers – above and beyond the functionality of its (and all others) insurance products.
3. It allows biking customers to connect with each other – a group that places great importance on sharing.
4. It maintains Devitt’s relevance and increases its odds of success – through a different offering, delivery of unique benefits, and the opportunity to extend its customer base.
5. This “social community” promotes word-of-mouth – and gets friends talking about biking (through its biking forums, biking blog and biking gallery) and Devitt.
6. Ultimately, it stretches Devitt brand meaning – delivering more emotional and self-expressive punch to customers beyond a traditional insurance company.
What are your thoughts about this effort?
I'm President of Trajectory. We re-energize businesses across the health continuum by helping our clients to imagine and create new value. Before Trajectory, I was EVP Management Board member at Interbrand, the world's most influential brand consultancy. I've also held senior level marketing positions at Faberge, L'Oreal and Beiersdorf.
