Medibank No-Gap Program

An Australian first medical insurance program

An initiative four years in the making, serving physios, private hospitals and their patients to get the coverage they need for important treatment.

The Client

Medibank is one of the largest Australian private health insurance providers, covering 3.7 million people.

The Challenge

Medibank's No Gap Joint Replacement Program allows eligible members to pay no out-of-pocket costs on a wide range of services as part of hospital admission for elective surgery for a joint replacement. Historically customers that required surgeries were guided by hospitals and specialists, and having to pay the full fees and after-care treatments. Leaving patients with expensive bills and physicians without tracing the recovery of their patient. Our task was to design the rollout of the new program by onboarding private hospitals offering same day surgeries, with physios and GPs that would recommed this treatment to their patients. Medibank would pay the costs and track the recovery with the original physicians. This new offer had to be identity and showcased through the marketing rollout as a clear value proposition. We also needed to develop clear messaging that spoke directly to physios, GPs, Hospitals and their patients.

The Solution

After extensive research, workshops, and proposals, we crafted a comprehensive go-to-market plan with a rollout and clear messaging/positioning strategy.Our services included EDM development, video development, Telemarketing scripts, website development and building the communication journeys as well as monitoring the rollout.

10 private hospitals, 1,500 physios & specialist onboarded
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