Care Home Insurance Services (CHIS) and PrimeCare, specialist insurance brokers for the care sector (acquired by Howden in 2016), sought to communicate their deep sector expertise via a robust media relations campaign.

Campaign objectives

  • Raise awareness of CHIS / PrimeCare as market-leading specialist care insurance brokers.

  • In particular, prioritise PrimeCare in order to capitalise on the strong growth in the domiciliary care market.

  • Communicate the firms’ authentic and transparent ethos

  • Increase the profile of David Waters, then founder and MD, as a leading expert, personality and authority on insurance services in the care industry.

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Our approach

  • Positioned CHIS / PrimeCare as beacons for the care sector - authentic, grounded insurance brokers with a genuine understanding of the issues their clients face.

  • Promoted the founder not only as the face of CHIS / PrimeCare but of the specialist care insurance industry – the ‘go to’ brand for care providers.

  • Established strategic editorial issues for the firms to ‘own’, disseminating to media via numerous editorial tactics including newsjacking, letters, authored articles, exclusive op-eds etc.

  • Nurtured strategic editorial alliances with partners to communicate cohesive industry views

  • Crafted informative media materials to showcase expertise at every turn.

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  • Secured c.150 editorial placements, with a potential reach of nearly 500,000, in print and online.

  • These mainly comprised opinion-led articles, drafted by Midnight in top tier care trade titles, significantly raising the visibility of CHIS / PrimeCare.

  • Generated prime comment / letter coverage positions in national titles such as The Times, The Daily Mail and The Daily Telegraph.

  • Successfully targeted publications in other sectors, such as business management and insurance, with CHIS / PrimeCare news, broadening the campaign’s potential reach.

  • Sector expertise, reputation and excellent profile recognised by Howden which acquired both firms in 2016.

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