Aviva to launch health magazine

Aviva is to launch a magazine that focuses on healthcare as it looks to position itself as a source of health and wellbeing information and not just as an insurer.

“Your Wellbeing” launches this month and will be given to its private healthcare insurance and income protection customers.

The magazine, published by Seven Squared, aims to provide customers with information about medical conditions and medical developments.

Tiffany Pykett, customer communications and loyalty manager at Aviva UK Health, says it wants to provide customers with information to help them stay healthy.

“We spoke to our customers and they told us that they’d like a regular health-focused magazine, so that’s what we’ve created”, she says.

Aviva has launched a number of marketing initiatives this year in a bid to increase knowledge of its products following its rebrand from Norwich Union in June.

It increased its UK Life marketing team by 10% over the summer and has launched a series of advertisements starring comedian Paul Whitehouse.

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