PetSure launches new campaign for its payment solution GapOnly

PetSure has today launched a new ‘Gap it and Go’ creative for GapOnly®, its new claims experience and payment solution, strengthening its commitment to pet health and product innovation in the booming pet insurance category.

The announcement:

Launching this month with an integrated creative campaign titled ‘Breakthrough’, this is the first work led by PetSure’s new chief marketing officer, Jenny Williams, who joined the business in March 2022. Williams brings with her a wealth of expertise in driving growth and innovation by harnessing the power of brand, CX, digital marketing and data-driven engagement, having held previous leadership positions at Comparethemarket.com.au and HCF Australia.

The multi-channel campaign will run across social and search for three months, driving awareness of the GapOnly® service and encouraging pet owners to request this new way of processing their claims next time they are at the vet. As the GapOnly® proposition is a relatively new concept in pet insurance, many existing consumers are not aware they have access to the service. Showcasing a clear call-to-action, the creative help to build a better understanding of the service, whilst positioning GapOnly® as a leader within the field.

PetSure chief marketing officer, Jenny Williams said: “I’m deeply passionate about pets as well as making sure everyday Aussies understand the insurance market and how to protect themselves and their families from unexpected financial costs. Taking on this leadership role at PetSure and having the opportunity to drive change, innovation, and product development within the pet care sector felt like a natural fit to me.”

Commenting on the opportunity within the sector, Williams added: “There’s a huge job to be done in this growing category with only 6% of Australians holding pet insurance. The unfortunate reality is that many Aussies don’t realise the significance of pet insurance until a substantial vet bill arrives and they face a very difficult decision. PetSure is on a mission to reduce the worries that can come with being a pet owner, by making sure that pet parents understand their options when it comes to insurance so that pets can be covered in the event they become unexpectedly sick, at times, giving families more time with their much-loved pets.”

Roy Morgan indicated that 6% of total dog and cat owners have dedicated pet insurance.

Differentiating PetSure against its competitors, GapOnly® is the first service of its kind in the sector. As Veterinary medicine evolves, improving the standard of healthcare for pets, the lack of subsidisation of pet healthcare means that the financial impact of a pet health event could be significant. Relatively common issues like bone fractures, for example, can cost $7k for a surgical repair. With the magnitude of some vet bills, the GapOnly® service gives pet parents greater certainty, knowing how much their policy will cover while they are still at the vet clinic. GapOnly® allows them to claim on the spot instead of waiting days for their claim to be processed, and they only pay the gap (the difference between the vet’s invoice and the insurance claim benefit). GapOnly® is available to customers from eligible pet insurance brands and was recently recognised by Canstar in the 2022 Innovation Excellence Awards.

Credits:
• Client: PetSure
• CMO: Jenny Williams
• Media: Mindbox
• PR: History Will Be Kind

Source: History Will Be Kind