News article

HCF multiple State winner in prestigious marketing industry awards

Thursday, 15 October 2009 - Australia's third-largest private health insurer, not-for-profit HCF, has been named NSW State winner in two categories of the prestigious Australian Marketing Institute (AMI) Awards for Marketing Excellence.

HCF was named overall NSW winner in the Marketing Communications (B to C) and Relationship Marketing categories.

The Marketing Communications award recognised HCF's success as the only major health fund to grow market share in NSW - HCF's traditional base of operations - over 2008/09, despite spending less than competitors on marketing. HCF also outperformed its competitors in the key (Health) Fund of First Choice measure, tracked by independent research.

The Relationship Marketing Award was for HCF's More for Members campaign, in which members were offered a $100 shopping voucher as an incentive to 'recruit' new members to HCF. The campaign led to significant growth in new membership over 2008/09, acquired at a low cost.

HCF's Group Manager for Marketing, Phil Soden, said the awards were testament to the HCF success in translating insights into the needs of private health insurance consumers into marketing communications that clearly differentiated HCF.

"Health insurance is a crowded market but consumers are drawn to funds that offer something a bit different, backed up with a genuine benefit and service proposition," Mr Soden said.

"We've worked hard not only to reflect this consumer demand in our product mix but also to communicate in a compelling. Having that success recognised in Australia's most prestigious marketing awards is gratifying for the team."

As State winner, HCF now comes under consideration for the national AMI Awards in both categories. National winners will be announced on 28 October.

Extending coverage to more than 1.3 million Australians currently, HCF and its subsidiary Manchester Unity, acquired in 2008, have a combined share of close to 10% of the Australian health insurance market. While the core of its membership is in NSW, HCF recorded strong growth in Queensland and Victoria in 2008/09.

Issued on behalf of HCF by Sefiani Communications Group. Media inquiries to:

Nick Owens Ph: (02) 8920 0700 Mob: 0421 977 062 nowens@sefiani.com.au

Hugo Shanahan Ph: (02) 8920 0700 Mob: 0410 253 126 hshanahan@sefiani.com.au