How do you identify polymathic HNW advisors?

We map the overlapping circles of trust around your audience: private bankers, Mayfair realtors, art advisors and aviation consultants. The intersections reveal the super-intermediaries with real influence. If you're trying to reach affluent audiences through their gatekeepers, let's talk.

Can you help align a corporate sales team with a creative strategy?

Yes. Sales and marketing share the same goal through different routes. Our process pulls both into alignment early, so ownership is shared and ego stays out of it. If your teams are pulling in different directions, let's start there.

What healthcare marketing mix works best for attracting HNW intermediaries?

It depends on your brand, audience and goals, usually a hybrid of digital and relationship-led activity. Our process surfaces the most target-dense media, events and placements for your specific case. Tell us who you're trying to reach and let's have a conversation.

Bupa Private Client
HNW intermediary acquisition

Bupa Private Client healthcare marketing case study banner showing HNW intermediary acquisition strategy by Niki McMorrough.

Healthcare marketing that aligns sales and creative to win HNW intermediaries.

How do you penetrate elite advisor networks for consistent HNW client acquisition through intermediary marketing?

Challenge

Niki was commissioned to consult on healthcare marketing for Bupa Private Client, aligning sales and marketing on a single intermediary acquisition strategy. The driving insight found that polymathic HNW prospects rely on a trusted advisor network for every facet of life, from wealth to wellness, which creates rich opportunities for broker cross-selling when the right intermediaries are mapped and won.

Insight

Showing how HNW intermediaries think, behave, speak and engage with the world.

10 Targeted packs

Healthcare marketing deliverables for HNW intermediary acquisition

Optimised narrative hook, media placements and targeting for psychographic intermediary cohorts

4 Mini campaigns

Landing page, SEO and healthcare marketing services content engineered for intermediary conversion

Conversion funnel

How was a 10-tier advisor map simplified into four high-resonance conversion campaigns?

Niki identified 10 distinct types of potential advisors - from multi family office leads to private wealth managers, grouping them into four psychographic cohorts. We drafted the concepts and architecture for four mini-campaigns, using narrative hooks, brand partnerships, and digital targeting. This full-funnel approach included landing page optimisation, SEO content, and earned placements to ensure Bupa Private Client became the preferred partner for elite intermediaries.

Brand:
Bupa Private Client

Industry:
Private Health Insurance

Skills:
Psychographic Profiling
High Net Worth Marketing
Intermediary Marketing
B2B2C Marketing
Media Strategy

Led by:
Niki McMorrough

Location:
London

Channels:
Intermediary Playbooks
4x Campaign Strategy
Customer Journey
Landing Pages & Forms
Earned & Paid Media

The full results of this healthcare intermediary marketing strategy engagement are confidential. To discuss how our head, heart, hands approach can help your brand, use the form to get in touch.

We map the overlapping circles of trust around your audience: private bankers, Mayfair realtors, art advisors and aviation consultants. The intersections reveal the super-intermediaries with real influence. If you’re trying to reach affluent audiences through their gatekeepers, let’s talk.
Yes. Sales and marketing share the same goal through different routes. Our process pulls both into alignment early, so ownership is shared and ego stays out of it. If your teams are pulling in different directions, let’s start there.
It depends on your brand, audience and goals, usually a hybrid of digital and relationship-led activity. Our process surfaces the most target-dense media, events and placements for your specific case. Tell us who you’re trying to reach and let’s have a conversation.