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HBF launches ‘Quokka Sh*#’ campaign to win members outside WA

Andrew Walton
2 minutes

Australia’s fifth largest health insurer is launching its first ever campaign to win members in the eastern states, capitalising on member discontent with the other big insurers, and leveraging its track record of low premium increases and strong member satisfaction.

HBF is WA’s biggest health insurer and over half of all Western Australians with health cover are HBF members. HBF is the nation’s fifth largest health fund, and the second largest Australian not-for-profit fund. But outside WA it’s one of Australia’s best-kept secrets. Just 10% of HBF members live outside WA.

Now HBF is launching into the eastern states with a campaign that features a posse of WA’s favourite marsupials: the quokkas. They’re cute but savvy, and they’re quick to call out anything they think is “a quokka sh*#” - like for-profit health funds run to benefit shareholders rather than members.

HBF CEO John Van Der Wielen said this was the perfect time for HBF to make a play for national growth.

“We know many Australians are feeling jaded when it comes to health insurance. They’re worried about affordability, anxious about out of pocket costs, and are feeling less than loved by the big insurers that dominate in most states.

“We’re a not-for-profit fund that’s had exceptionally low premium increases, offers first rate health cover and has the highest member approval of any of the major funds.

“We’re certain the campaign will attract attention and we really want people to look at our track record. We’re a major fund that has stayed true to our original purpose; taking care of our members.”

John said HBF had spent the last two years optimising its product offering, reducing costs and addressing any shortcomings in its member service.

“We’ve spent two years getting really fit, responsive and competitive and now we’re ready to offer a better alternative nationwide,” he said.

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