Laya puts its heart into a new €3.5m health campaign

The insurance company is seeking to attract new customers with an advertising campaign that emphasises preventative screening and digital health services

The new campaign was in development for 15 months

Most people think about their health insurance as providing cover for when they become sick, but a new ad campaign is seeking to highlight another benefit.

A Beat Ahead, a €3.5 million multi-channel campaign created for Laya by TBWA Dublin, sets out to remind the company’s 620,000 existing members and inform potential new members that they can also avail of a range of preventative health screenings.

“Health insurance isn’t just for when you’re ill,” Kevin Kent, head of marketing at Laya Healthcare, told the Business Post.