Background to Marketing Strategy
VIGO Health was an online health and wellbeing cover solution targeting young adults without private health insurance, that required a marketing strategy. With a compelling brand proposition and a focus on addressing the healthcare needs of the target audience, VIGO Health aimed to raise brand awareness, drive quality website traffic, and ultimately increase product sales.
Limited Awareness: As a new brand and category, VIGO Health faced the challenge of establishing awareness and recognition among the target audience, who were largely unaware of the company’s unique offering.
Complex Healthcare System: The target audience had limited understanding of the healthcare system in Ireland, which made it challenging for them to navigate and access necessary medical advice and services.
Competitive Landscape: VIGO Health operated in a market with existing health insurance providers, making it crucial to differentiate the brand and communicate its value proposition effectively.
Marketing STRATEGY AND IMPLEMENTATION
Brand Proposition and Tone: VIGO Health developed a brand proposition focused on connecting with the target through influencers that fit the brand. The company adopted a friendly, clear, and uncomplicated tone, emphasising its commitment to customer-centric values and providing simple, accessible healthcare solutions.
Targeted Advertising: Through digital advertising campaigns, VIGO Health reached the target audience of 25-35-year-olds without health insurance, emphasising the benefits of its one-price plan that covered everyday health and wellbeing costs. The advertising efforts were primarily focused on social media platforms to engage with the target audience effectively.
Clear Message and Unique Selling Points: VIGO Health’s single-minded message, “We’ve Got Your Everyday Health Covered,” highlighted the comprehensive nature of their offering. The key selling points, such as instant medical advice via WhatsApp, 24/7 access to GPs, cashback for health costs, private diagnosis coverage, and mental health support, were effectively communicated to address the audience’s pain points.
Engaging Content Creation: we produced engaging content, including informative videos, social media posts, and blog articles, to educate the target audience about the healthcare system in Ireland, the importance of health and wellbeing, and how VIGO Health could provide the solutions they needed. The content aimed to establish VIGO Health as a trusted source of information and a reliable partner in their healthcare journey.
Increased Brand Awareness: The marketing efforts significantly improved brand recognition and awareness among the target audience. VIGO Health’s unique value proposition and compelling messaging resonated with the audience, leading to increased brand visibility and recognition.
Quality Website Traffic: The digital advertising campaigns successfully drove quality traffic to VIGO Health’s social media channels and website. The targeted approach ensured that the audience reached the right individuals who were genuinely interested in their physical and mental health and wellbeing.
Improved Conversion and Sales: By effectively communicating the unique selling points and value proposition, VIGO Health saw an increase in product sales and conversions..
Positive Customer Feedback: VIGO Health received positive feedback from customers who appreciated the company’s user-friendly approach, accessibility to healthcare services, and commitment to customer satisfaction.
Through a strategic marketing strategy and digital advertising initiatives, VIGO Health successfully established brand awareness, drove quality website traffic, and increased product sales among its target audience. The company’s clear and compelling messaging, coupled with its comprehensive offering and customer-centric approach, addressed the pain points of the target audience and positioned VIGO Health as a trusted healthcare partner.