Australian Health Management
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- Web Strategy
- Analytics
- Information Architecture
- Design Services
- Implementation Support
The Situation
Australian Health Management (ahm) has provided private health insurance and health services for over 30 years to more than 250,000 Australians.
The Objectives
ahm re-launched in April 2005 with a new name, logo and strategy. Part of the re-launch aim was to refine the number of sites under corporate control from seven branded sites to one primary site.
A vital factor in the restructuring of the web services was the need to link and cross sell all of the products and services from different business units.
The design also needed to have the flexibility to support the addition of more services.
The Glass Onion Solution
As part of the brand re-launch, ahm engaged Glass Onion to provide Web Strategy, Analytics, Information Architecture and Design services to launch a new website portal - www.ahm.com.au
The project was undertaken over a 5-month period with a multi-disciplinary team involved.
The end solution consisted of a large number of design templates implemented into the site. The creative designs used the outputs from the Web Strategy, Analytcis and Information Architecture streams to deliver a new look and feel, reinforce brand values and make it easier for the consumer to navigate and find the required information.
Outcome
The web site successfully meets the diverse informational, service and promotional needs of all ahm business divisions in a targeted and efficient way.
The site was accepted by an extremely receptive audience and has seen an increase in traffic, online applications and member activity since the re-branded version was launched.
Global Reviews an independent Australian based website competitive analysis research service, placed the ahm site at No.1 position for the health insurance category in 3rd Quarter 2005.
"It is safe to say that ahm has stayed at the cutting edge, making it one of the best performing web sites within not only the health insurance industry, but across most of the sectors that we benchmark including airlines, financial services and energy retailers"
Brad Smith, Operations Manager - Global Reviews
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