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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 --
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