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GMHBA was looking to upgrade its existing content management system (CMS) to a more enterprise-level system with extended capabilities and improved personalisation and user experience.

Project Snapshot


Melbourne, Australia

Health & Social Care

Project Challenges

Existing on-premise solution was high maintenance, staff couldn't make changes, user experience was poor.

The Solution

Moved to a cloud solution and implemented Episerver as best fit using an agile approach to
deliver quickly.


Reduced maintenance and IT support, improved user experience feedback, uplift in engagement, increase in personalised communications and services.

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Improving content management and personalisation

Improving content management and personalisation 

GMHBA was looking to upgrade its existing content management system (CMS) to a more enterprise-level system with extended capabilities such as advanced editing functionality. This would let its marketing team make changes to online content instead of pulling in developers when changes
were needed.

Furthermore, GMHBA was looking to improve the user experience of its site through personalisation and a better user interface. The team did extensive work on persona development to provide a new health insurance quoting process for customers. 

Guy Moodie, Digital Customer Experience Lead, GMHBA, said, “GMHBA was also keen to move from on-premises to a cloud solution to reduce the maintenance and support required from the internal IT team and offer cleaner deployments in the future. 

“Personalisation was a key aspect of the project since it is becoming increasingly important in the health insurance industry. If GMHBA was unable to improve its personalisation, it would have been difficult to compete effectively in a
crowded market.”

Collaborative approach led to project success

The GMHBA and Empired teams gelled quickly and worked successfully to co-build the solution. This was the first time GMHBA had gone all-in with an agile approach, which helped ensure the project stayed on track.

Guy Moodie said, “Using the solution before it was live and having training processes in place were critical to success. Change management was also important. Because the two teams worked closely together, the end result was a successful project.”

Currently, GMHBA has the personalisation building blocks in place and will continue building on those as time goes by. The solution is working as expected and the team has received positive feedback from users.

Guy Moodie said, “We received really positive feedback after launching the site from within the company. In user experience feedback sessions, we’ve been able to see how people are navigating and moving through the site, and we’ve seen an uplift in engagement, which is great. It’s also helped identify areas for improvement, particularly when it comes to the sales funnel. That’s a very complex piece, so work will likely be ongoing
around that.”

Due to the government’s reform regarding health insurance product classifications, GMHBA needed to understand what this meant for customers so it could determine how to deploy personalisation for maximum benefit.

Guy Moodie said, “Health insurance has become incredibly complex, so it’s not useful to have a website that puts the same information in front of every customer. Personalisation will be crucial as GMHBA refines the site to a more individualised experience for each user.”

Now that the Empired solution has been trialled on selected products, GMHBA will look to do a full-scale rollout across all products and create seamless integrations with third parties that provide health and wellbeing services.

Guy Moodie said, “It’s important to offer value-adds to customers to build brand loyalty and differentiate GMHBA. This should help with customer retention as well as acquisition. The signs are promising that the new solution will deliver this.

“In the next six to 12 months, GMHBA will focus on increasing personalisation, improving customer communications through targeted campaigns, and continuing to manage customer data effectively to provide superior experiences.”

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