HCF shows customers it cares in new multi-channel campaign
HCF seeks to show how it puts the health of its members first in its latest multi-channel campaign, marking a creative shift from last year’s Profit Hungry positioning.
The ad focuses on a series of moments Australians can relate to, including an elderly man’s compassion for his young neighbour and a couple of friends having an accident on the way to an event.
Could HCF be less consistent? This seems like the 3rd or so campaign in the last couple of years with variation in both tonality and core proposition, hard on the heels of a rebrand. There was that earnest one with the drumming. The weird, not quite subversive enough one about greed, and now this. Plus some dalliance with a message about “most trusted” based on Roy Morgan research. Would make a good “what not to do” case study.
The claim that “HCF is committed to putting people before profit” is a risky one and one that is likely to be treated with scepticism.
For FY 2017-18 HCF had a Profit after Income Tax of $129,397,000. It had 706,379 policies at an average annual cost of $3,681.08. Profit per policy was $183.18. That is, 5% of each policy is profit. While the policies are costly at around $300 per month a 5% margin in these times is moderate.
So what do they mean by “putting people before profit”? Will their 2018-2019 margin be lower than the current 5%? Time will tell.
HCF is a not for profit health fund. It pays 91 cents in the dollar back to members as a result of claims made by members. Total benefits paid last year to members: $3 billion.
More fluff from a govt sanctioned monopoly. If they were putting people before profit, they would return the profits to policyholders….
Then how would the health fund pay claims if they have nothing in the bank?
I don’t trust HCF.
Royal Commission into Health Insurance Petition:
http://chng.it/9MM9Swg6
Please sign and share.
Royal Commission into Health Insurance Petition:
http://chng.it/9MM9Swg6
Please sign and share.