We were asked to increase awareness of the Medibank Mi Health suite of services with a focus on driving usage of the hero: the 24/7 Health Advice Line across all main segments, serving as a reminder to Medibank members’ that it is available as part of their existing cover. We created a segmented direct mail piece which included a reusable “24/7 Medibank Nurse” decal featuring the phone number to help keep it top of mind. We targeted four primary segments, the self-mailers included visuals and health triggers relevant to each segment lifestyle. This communicated the benefits in a relevant way to ensure members understood the value and proposition of Mi Health making members feel empowered and in control of their health. The campaign resulted in almost doubling the awareness and increased utilisation of the Medibank Nurse service by 9.6% on average across all segments and a 7.6% increase for the least engaged segment.
