VHI - Restoring Balance in the Healthcare Market

Vhi Healthcare (VHI), an Irish health insurance company, invested in long-term brand building rather than lowering prices to achieve a better blend of younger and older customers.

Campaign details

Brand: VHIAgency: Publicis & PHD Ireland

Introduction and Background

In 2013, Vhi Healthcare was a brand at a crossroads. A landscape brand in Ireland, Vhi was strongly associated with insurance market staples – dependability, reliability and trust. However, by 2013, the economic downturn had hit the private medical insurance category, hard, and Vhi's competitors were using aggressive, price-based strategies to try to commoditise the market. Vhi's market share was slipping.

Vhi Healthcare is a brand, which naturally draws loyalty from its customers; particularly those who have experienced ill health and who fully understand the importance...

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