fbpx

ABOUT LAYA HEALTHCARE

Laya healthcare currently has over 500 team members and over half a million members. Laya healthcare members can avail of some of the most innovative health insurance benefits and services in the Irish health insurance market along with life insurance (layalife.ie) and travel insurance (layatravelinsurance.ie).

Its brand promise, Looking After You Always, represents laya healthcare’s member-centric approach, which is fundamental to its vision and values. Laya healthcare is proudly part of AIG, one of the leading global insurance organisations in the world.

THE BRIEF

Laya healthcare wanted to update the organisation’s current intranet, which was no longer fit for purpose, with a new bespoke platform called Pulse+. With both team member engagement and internal comms capabilities, the new platform was a key feature of laya’s internal communications strategy.

Springboard was engaged in advance of the launch of Pulse+ to work with laya on building out content to be populated on-site pre-launch, the development of sticky content to run post-launch, and consultation on how to engage and excite the laya team about what was to be their new online space.

Laya’s objectives for the project were to:

  • Maximise engagement across the organisation
  • Educate team members on how to get the most out of the platform
  • Use the platform to keep all internal stakeholders informed on the implementation of the overarching laya strategy
  • Launch the new platform on June 3rd, with a teaser campaign to run in advance
  • Populate the site with relevant and engaging content ahead of launch day

Springboard was tasked with:

  • Working closely with the laya team to build out their content strategy
  • Creating sticky content, including video, for the platform, that would engage all team members across the organisation
  • Creating a guide for laya team members on how to create content and have their voices heard
  • Generating and executing physical touchpoints, that teased the launch of Pulse+, got people talking and enticed laya team members to log on once the platform was live

THE EXECUTION

Content Creation:

Springboard’s content deliverables included:

  • Debrief and strategy session with laya team members
    • A deep dive for Springboard into laya’s organisational structure and internal culture
  • Editorial Workshop
    • A strategic session dedicated to brainstorming, finding tone-of-voice and fleshing out sticky content
  • The ‘Welcome to Pulse+’ explainer video
    • A video highlighting the capabilities of Pulse+ with Director of HR and Team Development Bríd Seymour welcoming laya team members to Pulse+ and explaining its many benefits
  • 60 Seconds with…’ series
    • A series of one-minute ‘fireside’ Q&A videos showcasing laya team members from across different departments
  • Pulse+ Playbook
    • A user-friendly Pulse+ guide to be shared with laya team members on launch day, including useful information on:
      • How and where to share their story
      • Striking the right tone
      • Tips on capturing video and images
      • How to maximise content

The Launch:

Springboard worked with laya on the delivery of:

  • Promotional floor stickers placed throughout the laya common areas, in advance of the launch
  • A desk drop of branded pop sockets across all departments, including the Dublin office
  • A hot chocolate stencil of the Pulse + logo
  • Dissemination of the Pulse+ Playbook on the day of launch

RESULTS

  • On launch day, 5th June some 93% of the team logged into Pulse+
  • 98% of laya team members accessed the platform at least once during launch month
  • Daily active users’ rate of 83%
  • 14% of users are accessing Pulse+ via the mobile app which is strong

“Launching Pulse+ was a major milestone for us. I want to thank Springboard for your support and hard work, all of which helped make our launch today so memorable and great. Thank you, we’ve really enjoyed and been impressed by the work of all the Springboard team on this.” – Aideen McGrath, PR and Communications Manager at laya healthcare

For more stories like this sign up for our Insights newsletter ›

BACK TO TOP

NEWSLETTER

FOLLOW THE STORY

Put a spring in your step, and sign up below to receive our newsletter

© Springboard 2017

Springboard PR & Marketing, info@springboardpr.ie CRO 529581
CORK: 15 South Terrace, Cork, Ireland +353 21 4969000
DUBLIN: The Greenway Block C, Ardilaun Court, 112-114 St Stephen's Green, Dublin 2+353 1 8829983

Looking for a
SPRINGBOARD
FOR YOUR BUSINESS?

Sign up for our newsletter to receive all our news, reviews and top tips