Brand Exposure Series Part 2: PurinaCare Pet Health Insurance

2/24/2010

By Lydia Chen Shah, Director Marketing Communications

It’s definitely no secret the WebMetro team advocates advertising in the content networks. This form of internet marketing has proven to be an extremely effective avenue for targeted reach, increasing ROI, and lowering overall CPA. Contextual advertising also serves as a way to protect and support a brand/product whenever it is being discussed in forums, review sites, and other online publications participating in content networks.

But…many advertisers have yet to fully appreciate the opportunities from contextual advertising. Including a lot of big brands…that one might think has the resources behind its online advertising to ensure all direct response opportunities are tapped.

Last month, I began a quest to uncover big brands that have left themselves brand exposed in the content networks. First up was Mattel's Hot Wheels. This month, it’s Purina. More specifically, it’s PurinaCare Pet Health Insurance.

Let’s paint a scenario. A real scenario. In my furry family are two dogs and a cat. Our oldest is Ichabod, a mix of Airedale Terrier and Collie. The middle child is Lola, a German Shepherd and Collie mix. The youngest of our rescues is Cupcake. While the husband likes to describe this feline as a hot mess, she is best described as a Tortie.

Caring for these pets can make a sizeable dent in one’s pocketbook. The office visit fee for our veterinarian is more than the co-pay we shell out to see our doctor. Add heartworm meds, a few vaccinations, some dental care, and we’re talking about a few Benjamins (100 dollar bills) per year. At least. Now multiply that by 2 dogs and a cat.

A friend of ours recommended we look into purchasing pet insurance. Naturally, I conducted a search for “pet insurance” to learn more about available options. Among the paid listings of several companies I’ve never heard of appeared one brand I am familiar with – Purina.

I thought, “Hmm. I recognize Purina. Our dogs and cat eat Purina One foods. Maybe we should check out Purina’s pet insurance.”

Next step, conduct a search on Google for “purinacare reviews” and find out what other pet owners think of the coverage and service. The 6th organic listing on the 1st SERP led me to an extremely positive review of PurinaCare’s pet insurance.

purinacare reviews serp

Alongside the review, on both sides of the write-up, were various ads from pet insurance competitors. None of the ads belonged to PurinaCare.

purinacare review on bestpetinsurance

Furthermore, the next organic listing on the same SERP led me to another positive article about PurinaCare.

purinacare reviews serp2

The About.com article was an interview with the President and COO of PurinaCare. Once again, I saw contextual ads from various pet insurance competitors but nothing from PurinaCare.

purinacare review on about

Remember, contextual advertising can serve as a way to protect and support a brand/product whenever it is being discussed in forums, review sites, and other online publications participating in content networks.

Where are the PurinaCare ads? Why isn’t Purina protecting and supporting the investment in its brands with a positive ad (i.e. contextual ad)?

Oops. I think Purina has been brand exposed.

Tags Lydia Chen Shah direct response content network contextual advertising brand awareness online advertising brand exposure

Comments 5

Internet Marketing Sydney 02 Mar
Hey, great post. Brand exposure is so very important when building a company or service. I have started using PPC within social media as part of a brand building exercise, seems to work. Thanks
Lydia Chen Shah 03 Mar
Thanks for the comment. However, the kind of brand exposure we're discussing in this forum is not the kind desired by a company. The brand is "exposed" - meaning it has been left unprotected - making it easy for the competition to feast.
Content Network 29 Mar
Very insightful way of putting it. Brand exposed is very interesting verbiage. I never phrased it so aggressively, I will start to incorporate into my industry language bank.
Matt H 17 May
I shopped and shopped around trying to find a decent pet health insurance plan before I decided to buy Purinacare for my three Chihuahuas (age 8, 2 1/2, and 4mos). Regretfully after submitting a couple minor vet bills to Purinacare, I was discouraged that they don't cover very much. I even bought the upgraded "preventative care" policies. I read that it covered dental, but - it doesn't. I got denied on $109.84 for a cleaning that included the removal of one tooth. When I called their customer service, they told me it was denied because the tooth was a "pre-existing condition". LOL I laughed! You've got to be kidding me? Guess the tooth was in existence previous to the vet removing it. I didn't realize needing a tooth removed was a "condition". Essentially, after having the policies less than 2 months - I can see that this will result in constant "issues" trying to fight with Purinacare on what they cover and what they won't. Especially when they can hide behind the "pre-existing condition" denial for about anything they choose not to pay. Honestly - Put the money you are thinking about spending on a policy into a separate savings account at your local bank. That way when you have vet bills, you'll have some money saved up & set aside for it. Don't flush your money down the toilet by buying Purinacare. After the $250 deductible and $40 a month - to only get an 80% reimbursement amount for things they don't decline/deny..... Definitely NOT worth the time, money, & frustrations.
Lydia Chen Shah 17 May
Matt, Thanks for the info about PurinaCare. I've yet to purchase any pet insurance. Trying to keep the "kids" safe and healthy and on routine check-ups...they're still young.