This first one is about the Development of Standard Life Healthcare's EspritHealth.
EspritHealth is a private medical insurance product marketed by
Standard Life HealthCare aimed at those aged 55 and over.
It was launched in January 2006,
and the research I'm going to talk about was actually
conducted in the autumn prior to the launch,
and informed the launch in terms of development of the product and the communications,
and the strategy surrounding the launch of the product.
Standard Life Healthcare are one of
the leading providers of private medical insurance in the UK.
When they approached me to undertake the research,
they came with certain specific objectives.
Firstly, they needed to understand the motivations and barriers to buying
private medical insurance amongst UK consumers aged 55 and over.
They knew already that their existing general product
wasn't meeting the needs of this target audience,
because their market share was well down on
their April market share amongst this particular age group.
They wanted to understand that purchasing process.
What were the steps they took?
What were their influences on their purchase?
In particular, what was the role of the brand in their choice of provider?
They needed to understand their needs from
an emotional perspective and a product perspective.
And finally, they had a range of product ideas
that they thought would appeal to 55 plus market,
but they needed to gain reaction to them to see if they indeed did meet their needs.