CBHS Health Fund, a private health insurer exclusively serving current and former employees of Commonwealth Bank, BankWest, and Colonial First State, has long been recognised for its exceptional member benefits—returning 92 cents of every dollar to members in 2012 alone.
With over 80,000 households under its care and a legacy spanning six decades, CBHS had grown in step with its parent group’s staffing footprint. However, the appointment of a new corporate strategist marked a turning point: a bold decision to modernise and revitalise the fund’s marketing approach.
Digital Rehab was engaged to lead this transformation—reimagining the marketing function and laying the groundwork for a dynamic acquisition strategy that aligned with CBHS’s renewed vision.
Key outcomes included:
- A comprehensive audit of internal and external marketing capabilities
- Strategic alignment with Board-endorsed objectives
- Identification and bridging of capability gaps through impartial vendor selection
- Development of a robust media plan with a $600K spend
- Creation of rich media assets, including an explanatory video
- Launch of a forward-looking social media and content strategy
Our services spanned:
- Strategic advisory and stakeholder consultation
- Marketing team appraisal and resource planning
- Procurement support and budget development for 2013–2014
- Vendor tendering and selection guidance
Over six months, CBHS transitioned from a traditional, legacy-bound marketing model to a future-ready, insight-driven strategy—setting the stage for sustained growth, deeper member engagement, and a revitalised brand presence.
