Rebecca Howden's (Medibank Private) presentation at Mumbrella's Health & Wellness Marketing Summit
How Medibank uses health lifestyle content to create a
meaningful relationshipwith customers.
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“Content marketing is about creating interesting
information your customers are passionate
“It is humans being helpful to each other,
sharing valuable pieces of content that enrich
the community and position the business as a
leader in the field.”
Joe Pulizzi in Epic Content Marketing: How to Tell a Different Story, Break
through the Clutter, and Win MoreCustomers by Marketing Less
Medibank’s brand purpose is “Better health for better lives.”
Creating genuine, helpful and engaging content that our
customers value is one way we can deliver this promise.
• Thousands of expert and lifestyle articles
• Hundreds of healthy recipes
• Guides and ebook downloads
• Video content
• Online health and wellbeing courses
• Personalised weekly email programs
• Social media engagement
The value of print
How do you feel when you hold a magazine and take the time to leaf
In a world of content oversaturation,print creates a different,more
connected reading experience.It’s slower, more thoughtful,and builds
trust and engagement.
In 2017, print magazine readershipis actuallygrowing.
Food. Exercise. Wellbeing.
be. magazine brings together fresh ideas and expert information to inspire
you to create a more vibrant, healthy and nourishing lifestyle.
Tips and insights from leading minds across all across the health
and wellbeing space.
Ideas and inspirationto help you create a more active,
nourished, balanced life.
Inspiringpeople and everyday heroes with a story to share.