As head of business strategy for Medibank, Nicole Adamson does more than just deliver insurance. She is charged with making sure the company’s systems connect creatively with customers, assist GPs and encourage healthy lifestyles throughout the community.
An innovative, digital approach to a range of communications has allowed Adamson and her team to deliver a range of messages directly to their clients where they are, as opposed to waiting for the customers to come to them.
Here’s her take on how large organisations should be listening and responding to customers in the digital context.
We’re not in any way taking the role of the GP, we’re just trying to add to the role and the value
We have a strong drive from our customers and consumers as to how they purchase health insurance, how they research health insurance. Maybe eight to 10 years ago, it was a lot more through our retail channel. These days, people are online and they’re googling and they’re looking for the likes of iSelect and other aggregators to understand more about it.
We are piloting programs with GPs, particularly in Queensland, where we’re looking to get access for our members in a timely fashion, and then work with the GPs to try to help our members identified as having chronic diseases with better managing through the care plan that their GP writes.
We’re not in any way taking the role of the GP, we’re just trying to add to the role and the value. We use our data and we look at where we’re spending our biggest dollars and then spend the time from a strategic perspective. [We look at] each of those buckets of money and say, ‘Well how do we purchase in that particular space? Where is our money going? Are our members getting the best outcome? Could we use that money in a better way?’ And that’s where our contracts with providers come into play, so we can have some contracts that stipulate the pricing, but then also the quality outcomes that we’re expecting them to deliver for our member.
The Generation Better campaign is a big part of that, so #GenBetter is the hashtag that we’re using. It has a TVC campaign associated with it, where the underlining message is, just make a small change. Any small change will make a difference [through] people sharing those messages and using the hashtag. Relating it back to the Medibank brand, we’re hoping we’re able to stretch our brand past that traditional view of insurance payer, more into playing in this health space.