Chris Catchpoole, General Manager, Digital, Compare the Market, Presented 'Heading off Health Reforms: How to Get on Top of the Major Changes Coming'

1. Chris Catchpoole • August 2019
Heading off
Health Reforms

2. No one said that
the life of a
marketer was
meant to be
easy…

3. One in two people
‘tune out’ because it’s
just “too confusing”
3
SOURCE IPSOS Health Care & Insurance Australia 2017 Essential Findings
Health insurance is boring

4. Reduce confusion
• Help customers understand
what they need
• Learn what each policy did
and didn’t cover
• Find the best product for them
• Reduce the confusion

5. We did that pretty well…..
5

6. Then comes the moment when
everything changes
6

7. May 2018
We knew reforms were coming but…
• What would it look like?
• When would the clinical categories
be introduced?
• How would it affect our journeys?
• Which providers would roll out new
products and when?
• Would they be in the same format as
the current proposal?
7

8. Suddenly, we were trying to figure out how
to solve a marketing problem
…. in the dark
8

9. How do you
bring clarity to
a market when
there is no
clarity?
9

10. Further problem
Even our experts
within the business
were confused!

11. October 11, 2018
11
New rules
and clinical
categories
placed into
tiers

12. Superficially
simple
12
BUT….. the devil was in
the detail

13. Under the new clinical categories, our
current comparison model would stop
working
13

14. What our customers want is to buy products
that cover them before AND after April 1
14

15. 15
We knew we were
going to have to
work fast….

16. Manually map cover for
11 insurers
600 products
26 categories
…
SIMPLES!!!

17. We formed cross-functional teams
17

18. Cross-functional groups to optimise
the customer journey
18

19. We had to keep in constant contact with our
partners to understand who was changing
what within their products
19

20. We spent a lot of time listening and
talking to our customers
20

21. 21
We set about
creating an
assortment of
marketing and
customer collateral

22. We positioned ourselves as the destination
for ‘Simplesness’
22

23. We positioned ourselves as the destination
for ‘Simplesness’
23

24. And doubled-down on the message that
we can translate confusion into delight
24

25. And doubled-down on the message that
we can translate confusion into delight
25

26. We published new
articles
• We've published over a dozen
new articles on the health
reforms to our blog “The
Burrow” (adding to our library
of nearly 138 health related
articles)
• 30+ new content pages
explaining products we sell
(adding to the library of nearly
148 existing pages)
26

27. And, as an extension of a ‘vox-pop’ style
advertising campaign…
27

28. …we delivered a comprehensive, branded
resources experience – “Sergei’s Solutions”
28

29. 29
…we even
maintained a live
feed on health
events as they
unfolded

30. All our efforts for content paid off!
30
+ 28
other
featured
snippets!

31. Instagram stories

32. Facebook posts

33. Social ads

34. We launched a PR and Communications campaign
34

35. Dynamic Marketing
• Daily stand ups
• PPC team collaborating with
Health team and call centre to
optimise bid strategy to call centre
conversion and lead volumes
• Daily outbound email optimised to
audience type and policy trends
35

36. With
Jan 1
fast
approaching
36
we
only
just
made
it

37. And our Trust Pilot scores jumped two points
37

38. Just when we thought we had done the
impossible… the health department extended
the deadline for compliance to April 1 202038

39. Research tells us people still don't know
what's going on
39
33% of policyholders don’t read all correspondence from their health fund
65% of policyholders haven’t heard about the private health insurance reforms
78% of consumers don’t know their health policy may close
60% of consumers don’t trust their fund to switch them

40. In a world where
outside forces are
controlling your
destiny
the only
thing worth
focusing on is
the customer
40
THE LEARNING

41. and we did…
41

42. So the parting message is
42
from us…

43. Customer first!
43

44. Thank you!