HCF Uses Customer Insights For Health Tablet Promotion
HCF is strengthening its customer marketing activity with a new insight-driven promotion, offering a free Lenovo HCF Health Tablet to all new members who join up until 9 July 2016.
The tablets are pre-loaded with HCF content, including the health fund’s new suite of health and lifestyle apps, to help members reach their health and fitness goals through easily accessible information.
The promotion follows HCF’s recent brand refresh and launch of the ‘Health Is’ campaign in May 2016.
Through qualitative research it was revealed that many customers highly valued quick and easy access to tools which assisted them in managing their health.
HCF saw the opportunity and used these customer insights to underpin their major customer offer for the year, with the Lenovo tablet promotion.
Jenny Williams, chief marketing officer at HCF, said, “Our focus groups allowed us to listen to our customers and gave us genuine feedback and insights into what today’s private health insurance customer is looking for.
“Rather than being a standard gift-with-purchase giveaway, this promotion is insight-driven, giving consumers what they want and a way to get more from their membership.”
The tablet promotion is available to all new members signing up for Hospital and Extras cover with HCF, and will be supported by TV, digital and OOH creative as part of the ‘Health Is’ marketing campaign.
HCF’s suite of healthy apps are free to download for all Australians. The suite includes a Get Fitter app, offering advice and tailored exercise plans, a Be Happier app, including tools to improve mental and emotional wellbeing, and a Quit Smoking app to help smokers stay focused on their smoke-free goals.
Additionally, all tablets will be loaded with HCF’s Fit & Well magazine app, to deliver the latest health news and nutrition tips, and My Membership app, which enables customers to claim for extras, check remaining limits and update details online.
Agencies: Customer Experience Design, Communications & Digital – Analog Folk; Customer research –Deloitte; PR – WE Buchan.
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