The choices launch

Yvonne Grant/Phil Soden

This advertising campaign was a major component in a remarkable success story for the insurance industry.

Branding in the Health Insurance Market

Yvonne GrantandPhil Soden

INTRODUCTION

There is nothing more distressing for an agency/client team than seeing your brand lose market share - especially if the overall market is also declining.

This was HCF’s position in the years from 1984 to 1989. The entire health insurance market was contracting as a direct result of the Government’s launch of Medicare, with all the major Health Funds losing business. The public opted out of health insurance in droves, and HCF, at the top end of the market, lost more than the others.

Translated into volume, it...

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