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You’re in good hands

GMHBA is an Australian not for profit health insurance and care company that has served the community since 1934. This regional based private health care provider had the ambitious goal to grow allied health insurance services and expand their membership to 500,000 members by 2020.

All in this together

Fluid has been working with GMHBA for years, and has helped evolve its brand identity to make the overall aesthetic more succinct and appropriate for the regional market. When we started working with the marketing team we identified that the brand refresh completed in 2015 was difficult to administer consistently across digital and print communication platforms.

Eyes on the ball

The opportunity came to apply new thinking for GMHBA when we were briefed to create the EyeCare brand. Undertaking a thorough audit of the existing collateral, we identified that the secondary messaging in particular – which applied a bright colour palette to communication material – created some confusion. Without a unique colour strategy GMHBA risked lacking distinction from competitors in the crowded health insurance market.

Fresh thinking

Applying fresh thinking, we completed the Fluid Agile Creative Strategy process to align the brand experience with customer expectations. To ensure that the new EyeCare brand was aligned with consumer needs and expectation, we measured brand fitness and identifed pains and gains. Upon implementing the EyeCare brand in market, the results were extremely positive. The GMHBA marketing team decided to follow our lead and simplify the GMHBA master brand, and have us implement this look across the business.

Ambition drives growth

Fluid has helped GMHBA deliver a range of strategic communication activities including campaign activities for regional community events and a wide range of collateral at launches of new stores. This mutually valued partnership goes hand in hand towards meeting the GMHBA ambition to grow to 500,000 members by 2020.

The proof is in the numbers

So how are GMHBA doing? At financial year-end 2018, their member base was close to 400,000 members across the group portfolio of GMHBA Health Insurance, Frank Health Insurance, health.com.au and Budget Direct Health Insurance. Not bad, considering they were at just 220,000 members five years ago. The group is well on its way to meeting its goal, and we look forward to celebrating the further milestones together very soon.