New campaign sees small health funds take on industry leaders
The Shannon Company has created a new unified brand for a group of health funds which have banded together to form the Members Own Health Funds group, with a new campaign telling customers they will be treated as people not ‘just another number’.
The group is a consortium of 18 smaller health care providers seeking to take on the market dominance of industry leaders Medibank and Bupa, with managing partner with The Shannon Company Ian Forsyth saying the national TV and digital campaign will shake-up the industry.
“While each of the Members Own health funds have been successful in their own right, by pooling their resources and creating the Members Own brand and symbol, they’ll gain a national presence not available to them individually ,” he said.
Picking big health funds as the enemy is probably the right way to go, but you could hardly say that Medibank and Bupa are treating members like numbers. These brands strike out as shining examples of customer-centric branding. Gymbetter etc.
The winner here are the TV networks and media agencies – because even members own health funds are competing with each other aren’t they?
I dare say iSelect won’t enjoy this.
In the end we’re all numbers. Instead focus on compelling numbers – like profit, % of funds back to members. The points made in the ad are pretty nebulous.
The call to action needs to be a lot stronger too.
And the ‘you probably should be…’ tagline just sounds like they are making a half hearted effort.