Bestmed Medical Scheme is positioning itself as the leader in affordable medical aid with a range of plans and offerings to serve pregnant women and families in SA. When the company wanted to build awareness around its brand offerings, it turned to Exposure Marketing, a parenting media agency, to assist them in accessing the parenting market. Exposure Marketing’s turnkey services, from strategic planning, audience profiling and market segmentation concept creation to campaign activation ensured Bestmed achieved its objectives.
MamaMagic proved to be the ideal platform on which to launch a campaign to connect the Scheme effectively with a vast online audience of parents. Over the past 17 years, MamaMagic has positioned itself as an objective, trusted parenting platform. Bestmed’s engagement in this space establishes trust and credibility in the Scheme as a parent-focused brand.
To answer the needs of the target market, the Bestmed Healthcare Directory was launched on the MamaMagic website in May 2021 with great success. The Directory allows parents to locate a medical specialist in their own area with a growing list of South African-based paediatricians, dentists and gynaecologists. This is a broad list of suppliers, including those outside the Bestmed network, therefore, a particularly useful resource for this market. The Directory page also includes a handy emergency contact card to download and keep, as well as a direct link for parents to contact Bestmed for information on their family plans.
In addition, Bestmed took centre stage in the Pack your Suitcase campaign launched in June. It’s been a stressful year for families and this competition focuses on the joys of taking a local holiday. Entrants stand a chance to win a local weekend getaway for a family of four valued at over R50 000. The competition runs on the MamaMagic social media platforms through a fun monthly challenge, where participants can win additional prizes from competition sub-sponsors, which include Fisher-Price, Mustela, Maped Creativ and Purity Junior.
The competition will run until Friday, 31 December 2021, when 10 finalists will be selected to compete for the grand prize in an entertaining winner announcement ceremony in January 2022.
Exposure Marketing’s service offering allows Bestmed to increase their engagement, grow their audience outside of their own platforms and reach a new market to build their positioning as the preferred supplier for young families seeking medical aid.