I'd love to be a tree surgeon. A Clerical Medical case study

Sarah Heard

When BDDH first joined forces with Clerical Medical in 1989 a number of challenges confronted them. BDDH developed a long-term three stage strategy: to establish the Clerical Medical name; to explain what Clerical Medical do; and to convince the market why they were better than the rest.
Agency:Author: Sarah Heard

I'd love to be a tree surgeon. A Clerical Medical case study

THE FIRST STEPS

When BDDH first joined forces with Clerical Medical in 1989 a number of challenges confronted us. Foremost was the fact that few people had heard of Clerical Medical and those who had, thought they sold medical insurance. Since Clerical Medical sell their pensions, investments and life assurance through Independent Financial Advisers (IFAs) and consumers in this sector invariably opt for a 'well known company', this was a major problem.

This was further complicated by two factors outside Clerical Medical’s control:...

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