As the COVID-19 pandemic emerged, Medibank identified a critical need among the community for mental health support services to help people cope with the stress caused by the situation. As a leader in healthcare in Australia, Medibank developed a concept for a health and support service for its members that provided access to a range of healthcare professionals, at no extra cost.
Bastion Insights, the market research agency, stepped in to provide extremely timely but valuable insights on this concept, gathered from conducting rapid turnaround quantitative research among Medibank members. This assisted Medibank in making very fast decisions about the service, its name and the key points of messaging that resonated most. The service – called COVID-19 Health Assist – was successfully launched offering a range of telehealth services and other support programs.