New channel launched for Chinese-Australian Medibank customers

WeChat is a multi-functional Chinese messaging app with over 1 billion global monthly active users

Medibank has launched a WeChat channel to better connect with the growing Australian-Chinese population. 

WeChat is a multi-functional Chinese messaging app with over 1 billion global monthly active users. Customers can use WeChat to find their closest store, and to see who in the store can speak either Mandarin or Cantonese.

The channel is used to connect with overseas students and visitors, in particular, who may need insurance, and joins Medibank’s other traditional channels.

The Medibank WeChat channel also features health-related content from Medibank’s Live Better program that users can view on the company’s feed and share with their friends. Followers can read a number of articles from how to cure home sickness, to being safe at the beach. 

The channel is gaining popularity with customers and there has been a 60 per cent increase in the number of followers in the first two months of this year.

It follows Medibank's launch of its new brand platform in February that aims to offer more transparency in health insurance, and its strong half-year financial results and an improved NPS score. As a result, Medibank will give $20 million back to customers as part of a one-off loyalty bonus, and launch a new priority program for long-standing members.

Medibank joins a growing number of businesses looking to better connect with the Chinese population as it grows in Australia.

According to the Department of Home Affairs, Chinese nationals account for the largest portion of approved student visas in the second half of 2017, with 40,925 visas or 24.4 per cent. China had the largest number of lodged visitor applications with 941,088 lodgements in 2016-2017 as well. KPMG and the University of Sydney are also predicting an increase in Chinese investment into the Australian healthcare sector in particular.

Medibank senior customer consultant, Jason Huang, said WeChat is great for many of his customers who have migrated from China and don’t know the language and the health system.

“Our new WeChat channel means that we can be better at supporting the Chinese community here in Australia, and particularly those who are new to the country,” he said. “People like my parents have a culturally different view of insurance. It is very different here in Australia and WeChat will help us to communicate that."

Other initiatives for FY18 will include targeting 250,000 proactive customer interactions, expanding health concierge services for health pathway guidance, and quarterly activity statements for 1 million Medibank and ahm customers with extras limits and health reminders.

Read more: Medibank to give back $20m to customers and launch new loyalty program

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Latest Podcast

More podcasts

Sign in