Medibank: Creating a customer-led growth strategy for Live Better
Differentiating a health insurer in a commoditised market
The challenge
Medibank was facing increasing pressure from a highly competitive health insurance market, where products were becoming harder to differentiate and price comparison was driving purchasing decisions.
To create greater value beyond insurance, Medibank launched Live Better, a health and wellbeing platform designed to help Australians improve their health through content, rewards, activities and personalised experiences.
The challenge was not simply launching a new platform. It required aligning marketing, loyalty, customer experience and operational teams behind a shared vision, while building awareness, engagement and ongoing participation across millions of members.
Medibank needed a strategy that would transform Live Better from a standalone initiative into a connected customer experience that strengthened brand differentiation, customer loyalty and long-term growth.
The solution
Connecting teams, channels and customer experiences around a shared strategy
A customer-led digital strategy was developed to position Live Better as a key driver of member engagement and brand differentiation.
The work focused on aligning more than 70 stakeholders across marketing, loyalty, strategy, customer service, retail and operational teams to create a unified go-to-market approach.
Key initiatives included:
Developing the go-to-market strategy for the launch and ongoing growth of Live Better
Creating an agile operating model to coordinate delivery across multiple teams
Aligning customer communications, loyalty, content and digital channels
Building audience segmentation models based on customer behaviours and engagement
Designing onboarding, engagement and re-engagement journeys
Creating a content strategy focused on health, wellbeing and behaviour change
Developing internal communication plans to align teams around the customer experience
Rather than focusing solely on insurance products, the strategy shifted the conversation towards helping Australians live healthier lives.
This created a connected ecosystem of content, rewards, activities and personalised experiences designed to increase customer engagement while strengthening Medibank’s brand position in market.
The result
The strategy helped establish Live Better as one of Australia’s most successful health loyalty programs and created a more connected approach to customer engagement across the business.
Results included:
The successful launch and growth of the Live Better platform and loyalty ecosystem
Record breaking 90% email open rates and click-through rates exceeding 50% for loyalty communications
More than 500,000 weekly content readers
More than 250,000 app downloads within the first four months
Increased engagement across health content, rewards and member experiences
Stronger internal alignment between marketing, loyalty and customer experience teams
A scalable operating model supporting ongoing optimisation and growth
Live Better helped Medibank move beyond product-led marketing and create a differentiated customer experience centred on health, wellbeing and long-term member value.
