BrandMatters

Medibank Private

BrandMatters provided internal alignment and re-positioning of the entire brand portfolio when the federal Government at the time was considering the sale of the business.

Medibank Private is Australia’s largest health insurance provider with 3.6 million members under two brands (Medibank and AHM). Medibank Private operates over 100 stores and agents and 50 clinics Australia wide, provides occupational and travel health services to government and corporate Australia, is the largest health care provider network, and the only health insurer present in every Australian state and territory.

Task

Assist in the creation of a brand strategy designed to inform significant business, marketing, operational and alignment objectives, both internally and externally.

This included answering questions such as:

• What images do customers associate with Medibank?

• Do we have a brand language we understand?

• What makes us stand out and different to our competition?

• Does our company practice the values it promotes?

• Is our culture differentiated from our competitors?

• Do we have measurable outcomes that integrate our vision to our culture?

• Is our Brand vision well understood by staff?

• Does our Brand vision inspire our staff?

• Are we effectively and consistently communicating our vision?

Approach

A combination of depth interviews across the business informed the strategic development, coupled with a thorough review of existing corporate and marketing material allowed us to distill appropriate insights and recommendations for Medibank Private to consider. The three strategic stages included developing the strategy, brand implementation and brand alignment.

Results

Medibank Private gained direction on the most
appropriate approach to creating a brand strategy in their
current environment, as well as providing guidance and
knowledge transfer to the Medibank Private team on
how to execute the strategy via their own internal team.