ahm: Simplicity is the core of our brand

Health insurer launches new brand platform, tapping a wealth of customer insights and internal data to build a new marketing strategy


ahm has launched a new brand platform anchored in simplicity that it says is more just a marketing campaign, it's an entire brand permeation.

The new strategic platform called ‘The Simple Bit’ focuses on how ahm can play a role in reducing the complexity in health insurance and beyond.

Since its relaunch in 2014, ahm has grown rapidly, pushing the message of affordability to its younger customers. ahm director brand and digital, Peita Golden, said while affordability is still crucial, it was not enough of a brand differentiator to take the group into the future. In addition, ahm’s target millennials customers are wanting more of a reason to take up health insurance.

“Since we were acquired and rebranded in 2014, we’ve had really rapid growth as a health insurer, to become the fastest growing insurer in the category, which is largely attributed to a focused target audience and affordability,” Golden said.

“But this is not really a sustainable competitive advantage into the future, particularly in light of the private health insurance reforms coming soon. Of course price is a category driver, but why else would consumers choose ahm? Simple has always been a part of our brand promise and is highly relevant to the category and consumers at the moment.”

ahm leaned heavily on insights from agency and research partners before the brand platform launch. The group also conducted semiotic research in market on what simple looks like in market, specifically talking to its millennial target audience. On top of this, the health insurer internal research it’s been compiling for years.

With brand awareness is the key metric of success, ahm now hopes to improve unprompted brand awareness moving forward.

“Specifically for our brand and the life stage we’re at, our metric is largely unprompted awareness. And a way to move the needle on unprompted brand awareness is creating that fluency in market. We’ve got a clear path forward on being consistent on our assets to cement the fluidity,” Golden told CMO.

“This is more than a campaign, we’ve been working on it for a considerable amount of time. It is a strategic framework that defines how we do things. It is a commitment to simplicity throughout the entire business.”

In the future, and to ensure simplicity, future growth and agility, ahm will be looking at enhancing its martech stack.

“We’ve got aspirations to be more than just health insurance in the long-term. We‘re diversifying products and offerings, and now have travel and life insurance products. We are making sure that products are relevant to our audience, because we can’t be all things to all people.”

The Simple Bit is launching with a television, print and online campaign.

ahm is part of the Medibank Group and has had more than 700,000 health insurance customers over the past 40 years.

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

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is pure vomit material. Self congratulatory blurbs. No evidence of any innovation or actual value created. Most marketers have compl...

Bobbo

Announcing the CMO50 for 2018

Read more

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

Latest Podcast

More podcasts

Sign in