Medibank is leveraging a generative AI platform known as Typeface to enhance its health content creation efforts, aiming to engage a broad audience of Australians on health-related topics.

During a presentation at Salesforce’s Dreamforce conference, Jon Goh, the head of marketing technology and orchestration, explained that the health insurer seeks to enhance its content production capabilities and processes. “Traditional methods of content creation are not quick enough to meet the demands of today’s customers,” he noted.

Goh emphasized the need for substantial content generation in customer-facing organizations, which ranges from frequently asked questions to practical guides on using health coverage, and even fun recipe ideas like “great ways to use beetroot.” He remarked that this often requires considerable human resources and processes.

While Goh clarified that the goal is not to replace human workers, he believes there must be a more efficient way to generate content and streamline processes. “Why not rapidly produce this content and implement a new approach to facilitate it?” he asked.

The content generated by Typeface is already available on Medibank’s website. “These pieces are now live and engaging, embodying our brand’s quality, which is paramount,” Goh stated.

The primary goal is audience engagement rather than direct conversion to Medibank’s insurance offerings. Goh highlighted that one key measure of success is the level of health engagement, which includes visitors exploring health advice and learning something new. “There’s no direct return on investment here; it’s simply about people engaging with our health resources and moving on,” he explained.

Additionally, Goh pointed out that Typeface also aids in improving internal processes, particularly making it simpler for the team to execute tasks. “In a large organization like ours, we often face bureaucratic hurdles,” he admitted, noting that changes such as adding a button to the website or editing text can require multiple layers of approval.

By utilizing user-friendly tools like Typeface, Goh is hopeful that Medibank can streamline these processes. “It’s still early days, but we believe this will help us improve efficiency, and Typeface will play a crucial role in making our operations smoother,” he concluded.