HCF launches new 'trust' advertising creative

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HCF, Australia’s largest not-for-profit health fund, has launched new advertising creative designed to address what it says is consumer uncertainty over private health insurance.

The national campaign, called 'HCF Trust', is in response to research in which it was ranked Australia’s most trusted health insurer in the 2018 Roy Morgan 'Net Trust Score Survey'.

The campaign creative highlights everyday experiences that can leave people cynical – such as the internet, public transport, weather and phone battery life - with the insurer referencing what can be common annoyances to reassure Australians they can still trust their health insurance. 

HCF said the ranking reflects wider support from Australians with 120,000 people switching to the insurer from other funds in 2017.

According to Greg McAweeney, HCF's chief officer of business growth, the new campaign aims to reassure people the insurer is committed to their member’s health.

“Our latest campaign is purposefully focused on trust because we recognise that many Australians are feeling uncertain about health insurance at the moment," he said.

"We are going to be faced with a lot of changes, including the upcoming reforms, rate changes and the federal election. We want to give our members reassurance that we will continue to deliver high quality and affordable health cover."

He continued, “We’re proud that we are considered the most trusted health fund in Australia and our priority will always be to our members. For us, our not-for-profit positioning means we operate wholeheartedly for our members. We pay the highest claims rate ratio, compared to shareholder-driven health insurers, and we’ve paid out more benefits to members than the industry average over the past 5 years.”

HCF will roll out its new advertising campaign today across digital, outdoor and radio platforms.