Private medical insurer Manor House Healthcare is revamping its image and changing its name to Simplyheath.
The mutual society is changing its corporate identity because it says that the previous brand name was not widely recognised among intermediaries and throughout the healthcare industry.
The insurer commissioned an external res earch agency, Taylor Nelson Sofres, to look into the strength of its corporate name. The results of the research revealed a poor level of brand awareness in the healthcare sector.
The agency also asked intermediaries, corporate customers and its members what sort of healthcare organisation they would ideally like to do business with.
Simplyhealth says the responses made them rethink the way that it conducts business.
The company was perceived across the industry as being accessible, trustworthy, inexpensive and member-focused but it was not seen as high-profile, dynamic, innovative, modern or offering flexibility of cover.
Simplyhealth says its new identity projects the kind of image the brand research found it lacked and will provide a platform for significant growth.
Commercial director Michael Evans says: “The new corporate identity is stronger, more in tune with the look and the feel of today's marketplace and working person. It encapsulates our approach to healthcare.”