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Amanda Romeo and Simon Lamplough’s Presentation at Mumbrella’s Health Marketing Summit

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ahm, a private health insurance company, developed a branding and marketing strategy called "The Simple Bit" to position itself as simplifying the complexities of private health insurance. The strategy uses simple graphics and messaging to build a long-term brand platform celebrating the power of simplicity. Initial consumer feedback to the campaign has been positive. The Simple Bit framework has been integrated across the business in communications, design, and customer service. As a result, in the 2019 fiscal year ahm was one of the fastest growing health insurers in Australia. Moving forward, ahm plans to further push The Simple Bit strategy across more areas of the business like content, customer experience, sponsorships, and products.

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How ahm harnessed bold simplicity in a complex market Amanda Romeo, Head of Marketing, ahm Simon Lamplough, Deputy CEO, Clemenger BBDO Melbourne
Is Private Health Insurance worth it?
Why we exist Liberating Australians from the complexity of private health insurance
Today How ahm harnessed bold simplicity in a complex market
ahm is a 40 year-old start-up
Our role in the Medibank portfolio
Our target: Young Savvies
Our longer-term ambition To build a brand for private health insurance and beyond
Our strategy
Our core insights In the category Out of the category In life
In the category
Out of the category
In life
By the way it’s 
 built and regulated, 
 PHI is naturally 
 complex and confusing Our core insights A world where people 
 expect technology and 
 design can remove all 
 the complex bits The complexity
 of modern life is getting 
 in the way of our 
 Young Savvies 
 truly enjoying it In the category Out of the category In life
By the way it’s 
 built and regulated, 
 PHI is naturally 
 complex and confusing Our role In the category Out of the category In life In a life of complexity, ahm stands for simple A world where people 
 expect technology and 
 design can remove all 
 the complex bits The complexity
 of modern life is getting 
 in the way of our 
 Young Savvies 
 truly enjoying it
The campaign
The challenge for communications Build a long-term brand platform that celebrates the power of simplicity and lifts us above the private health insurance category
Amanda Romeo and Simon Lamplough’s Presentation at Mumbrella’s Health Marketing Summit
Amanda Romeo and Simon Lamplough’s Presentation at Mumbrella’s Health Marketing Summit
Amanda Romeo and Simon Lamplough’s Presentation at Mumbrella’s Health Marketing Summit
OoH
OoH
Website
Internal comms
The Simple Bit unifies our core insights… ahm is the simple bit In the category Out of the category In life By the way it’s 
 built and regulated, 
 PHI is naturally 
 complex and confusing A world where people 
 expect technology and 
 design can remove all 
 the complex bits The complexity
 of modern life is getting 
 in the way of our 
 Young Savvies 
 truly enjoying it
… and is a consistent platform for the business to integrate around ‘Are we 
 communicating 
 this as simply 
 as we can?’ ‘Do we feel this 
 is living up to ‘the
 simple bit’?’ ‘What’s ‘the simple 
 bit’ we are delivering 
 for our members?’ In comms In design In service
Results
The business has got behind the idea
The feedback from consumers has been positive “It’s great… Really stands out as unique. You know it’s ahm” “I love it. It humanises & makes relatable a very boring topic: health insurance.” “By using simple line drawings it grabs your attention in a world that 
 is full of noise.” “Not your average 
 insurance campaign”
And it’s translated into sales In FY19, ahm was one of the fastest growing health insurers in Australia
What’s next?
Pushing The Simple Bit even further Content Brand experience Sponsorship Service Product The Simple Bit
Thank you

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Amanda Romeo and Simon Lamplough’s Presentation at Mumbrella’s Health Marketing Summit

  • 1. How ahm harnessed bold simplicity in a complex market Amanda Romeo, Head of Marketing, ahm Simon Lamplough, Deputy CEO, Clemenger BBDO Melbourne
  • 2. Is Private Health Insurance worth it?
  • 3. Why we exist Liberating Australians from the complexity of private health insurance
  • 4. Today How ahm harnessed bold simplicity in a complex market
  • 5. ahm is a 40 year-old start-up
  • 6. Our role in the Medibank portfolio
  • 8. Our longer-term ambition To build a brand for private health insurance and beyond
  • 10. Our core insights In the category Out of the category In life
  • 12. Out of the category
  • 14. By the way it’s 
 built and regulated, 
 PHI is naturally 
 complex and confusing Our core insights A world where people 
 expect technology and 
 design can remove all 
 the complex bits The complexity
 of modern life is getting 
 in the way of our 
 Young Savvies 
 truly enjoying it In the category Out of the category In life
  • 15. By the way it’s 
 built and regulated, 
 PHI is naturally 
 complex and confusing Our role In the category Out of the category In life In a life of complexity, ahm stands for simple A world where people 
 expect technology and 
 design can remove all 
 the complex bits The complexity
 of modern life is getting 
 in the way of our 
 Young Savvies 
 truly enjoying it
  • 17. The challenge for communications Build a long-term brand platform that celebrates the power of simplicity and lifts us above the private health insurance category
  • 21. OoH
  • 22. OoH
  • 25. The Simple Bit unifies our core insights… ahm is the simple bit In the category Out of the category In life By the way it’s 
 built and regulated, 
 PHI is naturally 
 complex and confusing A world where people 
 expect technology and 
 design can remove all 
 the complex bits The complexity
 of modern life is getting 
 in the way of our 
 Young Savvies 
 truly enjoying it
  • 26. … and is a consistent platform for the business to integrate around ‘Are we 
 communicating 
 this as simply 
 as we can?’ ‘Do we feel this 
 is living up to ‘the
 simple bit’?’ ‘What’s ‘the simple 
 bit’ we are delivering 
 for our members?’ In comms In design In service
  • 28. The business has got behind the idea
  • 29. The feedback from consumers has been positive “It’s great… Really stands out as unique. You know it’s ahm” “I love it. It humanises & makes relatable a very boring topic: health insurance.” “By using simple line drawings it grabs your attention in a world that 
 is full of noise.” “Not your average 
 insurance campaign”
  • 30. And it’s translated into sales In FY19, ahm was one of the fastest growing health insurers in Australia
  • 32. Pushing The Simple Bit even further Content Brand experience Sponsorship Service Product The Simple Bit