"Over the years we’ve found the Pacific+ team to be professional, communicative, helpful and detailed." - Yasmina Pasic



We have been working with Pacific+ for over 6 years on the delivery of our member Fit&Well magazine. Over the years we have found the Pacific+ team to be professional, communicative, helpful and detailed. Their commitment to working with us to solve business problems makes it a breeze to work with them, and we’re delighted to have recently renewed our contract with them for a further 3 years.

Yasmina Pasic, Brand and Marketing Communications Manager


Health insurance is big business in Australia due to the almost compulsory requirement to be subscribed to some level of policy and coverage by age 31. In fact >12 million Australians (currently 55 percent of the population) are signed up to receive ‘general’ health insurance.


For insurers this enforced legislation means constant opportunity exists to increase membership to their funds.


Solving the challenge of how to remain relevant to existing customers while still attracting new customers is not a new problem for funds to be facing. Leading health insurance company HCF is as determined as any other insurer to position itself as the top choice for new and prospective health insurance subscribers.


In order to achieve this goal,  HCF assessed their core brand commitments, to continually demonstrate innovation and modernity. In 2013 the company chose to reinvigorate their brand to appeal to younger policyholders.


Pacific+ is HCF’s trusted custom content publisher and has been for over 6 years. Throughout this partnership we have assisted them via communications to their internal staff and membership base, currently around 1.5 million people and growing. To help tell the story of its brand’s journey HCF approached Pacific+ to create content that would appeal to key audiences.


HCF has served its policyholders since 1932 – that’s 82 years! The company is proud of its ability to listen to and value its customers. Pacific+ crafted the history of the brand as a story that connected with both internal and membership audiences.


Bold visual ideas that were a complete shift from HCF’s traditional look and feel reinforced its new approach to brand identity. Persuasive marcoms-style content drew on HCF’s history and culture in order to help mature members make the transition to the new brand.


Content created:

Fit&Well – member magazine (June and December)
Circulation: 615,000

Stay Fit&Well – e-newsletter (monthly)
Circulation: 305,000

Inside HCF – staff publication (quarterly)
Circulation: 1200

One-off communications


December 12, 2014