PPP talks to agencies about £5m DM review

LONDON - PPP Healthcare, the private health insurer owned by AXA, is reviewing its direct marketing roster.

The insurance company, which spends about £5m below the line, uses several agencies for its direct marketing, including CKBT, Rapier and SMP. However, it has approached other agencies about holding a pitch for all or parts of the business, though the review is at an early stage.

The decision by PPP to review follows a recent pitch for the direct account of AXA's sister company, AXA Direct. Proximity London won that business. Rapier holds the account for AXA's insurance products.

Last year, CKBT established a loyalty programme for PPP involving third-party partnerships, a health information line and a quarterly direct mailing programme. It increased levels of cross-selling of PPP products and increased the number of policy holders renewing their policy.

This year Rapier has run insert campaigns for PPP to attract new customers, but most of its work is for AXA.

Services offered by PPP include medical insurance, dental care, occupational health and health information and counselling services.

PPP's advertising is handled by M&C Saatchi. The account is unaffected by the direct marketing review.

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Ian Darby, recommends

PPP Healthcare

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