Building confidence in private medical insurance with Usay Compare
Challenge
Private medical insurance can often feel complicated, expensive, and a little intimidating for people considering it for the first time. Many consumers aren’t sure what it actually covers, whether it is worth the cost, or who to trust.
For UsayCompare, a leading PMI comparison specialist, the challenge wasn’t just to drive enquiries, but to also build genuine awareness and trust. PMI can feel complicated, expensive, and sometimes a bit intimidating - so alongside generating enquiries, so we needed to build genuine awareness and trust.
The key was helping people understand the real value of private cover through authentic, relatable stories they could actually see themselves in.
As a part of this campaign, UsayCompare wanted to grow their social media presence, whilst also delivering a measurable uplift in website traffic, engagement, and at least 300 new enquiry form completions.
Solution
We leveraged our BxROAR framework to devise a strategy which communicated with the audience in a human way.
It quickly became evident that inspiring trust was key – so we created a headline property, ‘Usay Your Story’, built around authentic storytelling to generate credibility and warmth in private medical insurance.
We activated this through multiple tactics:
Influencer campaign – We partnered with carefully selected influencers whose audiences aligned with Usay Compare’s target market. Each influencer created a hero content piece - video, podcast, or blog - sharing their personal PMI story, supported by short-form social posts and affiliate links to drive enquiries.
Digital PR activation – Leveraging real customer stories and consumer insights, we secured earned media coverage to enhance brand credibility. Insights from our proprietary survey were used to strengthen storytelling and ensure media relevance.
Amplification – We recommended tactical paid social activity alongside a social media competition to extend reach, grow followers, and maximise campaign impact.
Impact
This resulted in a well-executed series of digital PR, influencer, and paid campaigns which effectively engaged the UK public on the benefits of PMI, including strong messaging and PR reach secured:
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Our influencer content supported with 283 new enquiries, with sales converting at 35%.
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We achieved coverage with an over 37 million reach (9 million from regional titles), bringing in fresh consumer data research, as well as high DA backlinks for the brand.
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We reached 119,200 people on Instagram through influencer storytelling.
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We devised and delivered a winter social competition which gained 3,750 engagements, including 498 entries across Instagram and Facebook.