The Role of Team Synergy in Digital Transformation | Mike Stephenson, HBF | GC Sydney 2016

Mike Stephenson, Digital Manager @ HBF

The role of team synergy in Digital Transformation

• Australia’s 5th largest health insurer• Market share: WA 55% / 7% national• 1 million members• $1.5bn turnover• $1bn in benefits paid annually• 91.73% retention rate• Leader in benefit payouts (AMA report)• Not for profit sector leader • Respected health advocate

Who is HBF?

1- Have access to the internet for 15 minutes a week

OR2- Have full access to the

internet but lose the ability to hear out of one ear?

Would you rather

Digital Maturity

• Leading technology platforms: Sitecore, Adobe Analytics

• Embarking on National Expansion• HBF, PocketHealth and Fitness App’s• Integrated booking systems for Fitness & Corporate

wellness• Digital Signage and Kiosks in HBF Branches• Online Self service for HBF members• Innovative product offerings• Knowledgeable and passionate people• Brilliant Digital agencies/partners• Data, Data, Data• Fantastic understanding of our member• Member centric thinking

Digital Maturity

* MIT SLOAN: The Digital Advantage: How digital leaders outperform their peers in every industry

Digital Maturity

Insurance

• High expectations for digital and strong vision and governance suggest that the insurers should be leading the digital revolution. Yet, this is not the case for most firms.

• Generally, scores for engaging customers through social media and mobile are lower than average, suggesting that the combination of strong digital governance capabilities, regulatory worries, and a risk-averse culture could be an innovation-stifler.

Digital Maturity - Performance

* The Digital Advantage: How digital leaders outperform their peers in every industry

Digital Maturity – Business Model change

Maturity breeds Innovation

HBF’s Digital Journey

MarketingDepartme

nt

Digital Services

(ITS)

DigitalDepartme

nt

Where WERE we?

• Designed developed many great Digital

initiatives

• Low understanding of accountability and role

clarity

• Marketing department performed some digital

expertise.

• In house ITS Development predominately

worked on Support tasks or large projects

• External agencies performed all Front end and

some Backend Development

3 Areas of Digital

Digital Channel Experience• Onsite Experience• Sales and Service• Personalization• Optimization• CMS updates

Digital Marketing• SEM• Programmatic• eDMs• Marketing Automation

• Social

Digital Technology• System Integration• Development• Deployments• Maintenance

Where ARE we?

• Integrated the Digital department into

Marketing

• Clear accountability and role clarity being

established between Digital Experience and

Marketing

• Creating a new Digital Strategy

• Formed a virtual team of 5 people for a new

project.

• Utilise Agencies for most Front End and little

to no Back End Dev.

Digital Marketing(Marketing

)

Digital Technolog

y(ITS)

DigitalExperienc

e(Marketing

)

Where are we heading?

• Solidify accountability and role clarity

throughout Marketing and ITS

• Increased use of virtual Pods for all Digital

initiatives.

• Allow experiments, prototypes and failure

• Reduce the amount of large, long projects.

• Build a sharing and trusting culture

• Use Agencies for scalability and strategic

direction.

• Small teamsExperiment, fail, test, retest, move fast.

Digital Marketing(Marketing

)

Digital Technolog

y(ITS)

DigitalExperienc

e(Marketing

)

What is critical for a business become digitally mature?

FOCUS

Culture

Engage & Empower

Create Change

Questions?

-- Thank You --