How HCF Rewrote the Marketing Rules of the Health Insurance Category

Date: 25 July 2024

In a sector defined by churn after acquisition, good money after bad and promo after promo, HCF took an unorthodox approach. They simply revealed who they were. They showed Australians what it means to be a not-for-profit health insurer and what you do when every single thing you do is in service of customers and in delivering the company ethos of Uncommon Care. And were rewarded for it.