New chief at helm as Benenden reacts to a new era

A MARKETING specialist has taken the helm at York-based Benenden Health, as the mutual gears up for a period of rapid expansion.

Marketing and business strategy director Marc Bell, has been promoted to the role of chief executive.

Mr Bell replaces Ken Hesketh, who has stepped down after overseeing significant developments at Benenden during his four years in charge. Yesterday, Mr Bell confirmed that he was “actively looking for acquisitions”.

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Benenden was founded 108 years ago to provide treatment for postal workers who were suffering from tuberculosis.

Until last year, membership of Benenden was only available to public sector workers and their families, as well as staff from organisations “whose aims and objectives are compatible with the society”.

In June 2012, a decision was made at Benenden’s annual conference to remove this membership criteria, which gives it the potential to dramatically increase its market share. Benenden has around 600 staff altogether, including 200 in York. It provides discretionary health cover for more than 900,000 people. Mr Bell said any increase in membership could bring job opportunities in Yorkshire.

Benenden rebranded in January this year. It also launched a major marketing strategy, including prime-time TV advertising for the first time.

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Mr Bell said: “It has been an exciting few months to be at the forefront of our major rebrand, and the outcomes so far have been very encouraging to see. Now I welcome and relish the chance to be at the helm as I look to develop on a business-wide level the important work of my predecessor Ken Hesketh.”

Mr Bell joined Benenden Health as marketing and business strategy director in 2008.

Mr Bell added: “In 2013 we are anticipating revenues not far short of £100m, and with that, goes a significant responsibility for protecting and growing the value of our mutual community.

“With the macro-economic pressures the country is facing, it means options to supplement health cover with affordable schemes like that provided by Benenden Health will become increasingly important. This could mean a massive growth opportunity for the organisation.”

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