Avant
Making Australia’s largest Medical Defence Organisation(MDO) more relevant to students and younger doctors.
Direct response campaigns aimed at students and other new market segments for Avant, Australia's leading insurer of doctors and medical professionals
Avant - an organisation that insures medical professionals - was facing an increasingly competitive landscape, with new MDOs entering the category, and competitors aggressively targeting their membership.
Whilst Mature doctors are extremely loyal, younger segments (Med students, Interns and Doctors-in-Training) weren’t engaging.
When at Apprent we developed a segment-specific strategic plan that identified and articulated key benefits for each audience, and created a multi-channel campaign program based on key timelines in a renewal calendar.
In 18 months over 130 mini-campaigns to more than 60,000 members and prospects delivered targeted, audience-appropriate communications and clearly reinforced the benefits of joining/staying with Avant - from press ads to brochures, from banners to websites. Clearer messaging of benefits has led to a reduction in churn rates, and increased audience engagement.
