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How a Redesigned Member Welcome Journey Grew Medibank's NPS by 26% Year-on-Year
Medibank Case Study
How JMCX, led by James McIntyre, partnered with Medibank, one of Australia’s leading health insurers, to redesign the member welcome experience, growing NPS by 26% year-on-year by transforming a generic onboarding journey into a personal, reassuring and confidence-building experience.
At a glance:
Reimagined the member onboarding journey across digital, service and physical touchpoints
Identified key moments where members felt overwhelmed, uncertain or disengaged
Designed a more human, personalised welcome experience aligned to member needs and health context
Shifted onboarding from compliance-driven to trust-building and brand-led
Outcomes included stronger early engagement, improved understanding of member benefits, and a clearer articulation of Medibank’s role as a health partner, not just an insurer.
Client Context
Medibank is one of Australia’s leading health insurers, supporting over 3 million members across hospital, extras, and wellbeing services.
While Medibank had strong brand recognition and a comprehensive onboarding ecosystem, the member welcome experience had become fragmented, overly functional, and off-brand. New members were receiving a high volume of communications, but the experience lacked clarity, relevance, and emotional connection at a critical trust-building moment.
As a result, the welcome journey was not effectively helping members understand their cover, feel supported, or recognise the value Medibank offers beyond insurance.
The Challenge
Medibank faced several challenges across the early member lifecycle:
A welcome series that was information-heavy, generic, and disconnected from member needs
Low emotional engagement at a critical moment of trust formation
Limited personalisation based on member lifestage, cover type, or health context
Inconsistent brand expression across channels
Missed opportunity to position Medibank as a proactive health partner rather than a transactional insurer
The existing experience met operational requirements, but did not reflect Medibank’s brand promise or role as a caring health champion.
The Approach
JMCX partnered with Medibank to redesign the welcome journey through a lifecycle-led, member-first lens.
My approach focused on:
Mapping the end-to-end welcome journey across digital, service, and physical touchpoints
Identifying moments of confusion, overload, and emotional drop-off
Reframing the welcome experience around reassurance, clarity, and confidence
Designing a personalised welcome experience aligned to member lifestage and cover
Translating complex health insurance information into clear, human language
A key innovation was the introduction of a personalised welcome video, tailored to each member’s cover and lifestage, designed to explain benefits, next steps, and available support in a simple, on-brand way.
What Was Delivered
A redesigned end-to-end Medibank welcome journey
Personalised welcome videos for all new members, tailored by cover and lifestage
Improved sequencing and integration across email, SMS, app, and service channels
Clearer articulation of Medibank’s role beyond insurance
A more consistent and emotionally engaging welcome experience
The result was a welcome journey that felt human, supportive, and aligned to Medibank’s brand and purpose.
Outcomes
Improved member understanding of cover and benefits
Stronger early-stage trust and confidence in Medibank
Increased engagement with digital tools and support services
A welcome experience that reflected Medibank’s role as a health partner
A scalable framework for ongoing lifecycle personalisation
Why this worked
This engagement focused on how members feel at the moment they join, not just what information they receive.
By stepping back from channel-led execution and designing the welcome experience around real member needs, Medibank was able to replace a fragmented, transactional journey with one that built reassurance, clarity, and confidence.
The personalised welcome video played a critical role by simplifying complexity, humanising the brand, and meeting members where they were — emotionally and practically. Rather than overwhelming members with content, the experience guided them through their cover and next steps in a way that felt supportive and relevant.
By grounding the redesign in the full welcome lifecycle and aligning it to Medibank’s health-led purpose, the business created a stronger foundation for long-term engagement, trust, and member value.
Related work
Similar CX work:
Wesfarmers OnePass Case Study Growth and retention uplift in leading membership program
Medibank Customer Journey Mappings and Experience design for onboarding
Cashrewards CX Journey Design