IMPACT
AIA understand that receiving a diagnosis of ill-health can be frightening, stressful and confusing. That’s why they partnered with Medix, who offer world-class Personal Medical Case Management through their network.
OVERVIEW
AIA was seeking to understand the appeal and impact their new health and wellbeing service can have on sales and business performance, looking for data and insights to validate business case assumptions, investigate the market opportunity / size, and guidance to inform a Go-To-Market Strategy to optimise awareness, consideration and take up amongst Life Insurance and Health Insurance customers.
THINK’s 4 phased approach, commenced by mapping the health and wellness journey across the Australian Healthcare system, identify key market personas based on distinct clinical and emotional user needs. THINK then sized and valued each of the key healthcare market segments, providing revenue figures for appeal and uptake for the health and wellbeing service and validated customer triggers/pain points. We then refined the service value proposition to help AIA develop a Go-to-Market strategy that outlined acquisition, migration and retention opportunities across key areas of the journey with tailored communication to the viable segment.
Learn more about AIA Medix below
METHODOLOGY
Contextual Inquiries, Design-Thinking Framework, Agile Reporting, Journey Mapping, Market Segmentation, Persona Creation, Business Case Validation, Co-Creation Workshops, In-Depth Insight Consolidation and Analysis, Insight Integration and Translation, Strategic Recommendations, Proposition Testing, Go-to Market.
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