Medibank has today launched a new brand platform vis TBWA\Melbourne, challenging the notion of what ‘better’ really means when it comes to health and health insurance.
To capture Australians’ varying opinions, Medibank has created the ‘Medibank 100’ – involving ongoing conversations with a group of people from all walks of life, from those who swear by their health insurance, to those who don’t want it. Voicing these unscripted opinions, the campaign publicly challenges what ‘better health’ means in 2018 and the value of health insurance for people in a range of circumstances. The aim is to ultimately empower Australians to discover whether or not health insurance is better for their individual health needs.
The fully integrated campaign kicks off today with interactive tools, short and long-form video and written content, and a range of digital and broadcast executions.
In line with the launch, Medibank is directing customers to the campaign page – What is Better? – which houses the new ‘People Like You’ interactive tool. The tool has been created in response to customer demand for increased transparency and visibility over procedure costs, and lets customers see the top procedures people within their demographic are most likely to require, and the financial breakdown for each including what out-of-pocket expenses are likely to be.
The campaign page also houses a range of supporting content which explains how the public and private systems differ for various conditions and procedures, as well as the benefits and considerations around the options.
Medibank Chief Customer Officer, David Koczkar, said: “We’re lucky to have one of the greatest healthcare systems in the world, which is underpinned by our universal public health sector and complemented by the robust private health sector – ensuring quality health options for all Australians. And while the private system does provide that extra level of choice and control, we understand that people may be considering whether health insurance is right for them and their family.
“Through this campaign we acknowledge that health insurance is better for many, but it is not right for everybody – and that’s okay. With this message, our ‘People Like You’ tool and a host of helpful content, we aim to empower Australians with the right considerations and information so that they can navigate the healthcare system, and ultimately work out whether health insurance is better for them.”
Medibank General Manager, Marketing, Fiona Le Brocq, said: “This platform was borne from the insight that ‘better health’ means something different for everyone, and one person’s idea of ‘better’ will be different to the next. There’s never been a more important time to challenge the industry norms and ask the difficult questions, and we look forward to continuing to address these head on as we build on this bold new platform.”