Medibank turns to GenAI to create more health content

Medibank is using a generative AI platform called Typeface to create content to engage “all Australians” on health topics.

Medibank's Jon Goh (right) speaks at Dreamforce.

Head of marketing technology and orchestration Jon Goh told Salesforce’s Dreamforce conference that the health insurer wanted to “amplify” its content production capability and process.

“Doing it traditionally through humans isn’t fast enough for the new generation of customers,” he said.

“That’s why we worked with Typeface to really amplify this capability and our speed to market.”

Goh said that a large amount of content needed to be generated today in customer-facing organisations.

“It’s anything from FAQs to how to use your cover - what do I get when I have health insurance, or ‘great ideas to use beetroot’ recipes,” he said.

“So, there’s a lot of content, and it takes a lot of humans and a lot of process [to draft].

“We’re not replacing the humans, but we thought there must be a better way. Why don’t we rapidly create that content and create a new process to streamline that for us?”

Goh said that Typeface-generated content is now active on Medibank’s website.

“These [stories] are now live in-market and they’re highly engaging pieces,” he said.

“It’s out there and it’s got all the hallmarks of our brand quality, which is the most important thing.”

Goh said the aim was to engage audiences, not necessarily to convert them to Medibank’s insurance products.

“One of our metrics [of success] is health engagements, so anyone who’s come, looked at our health advice, engaged with us and learned something or taken it a step further,” Goh said.

“There’s no ROI on that necessarily. It’s just someone coming in and engaging with something to learn about their health and moving on.”

Goh said that Typeface also supported a key metric of making it “easy to get things done” internally.

“As a large enterprise organisation, we always fall over on that,” he said.

“There are six levels of approval to get a button put on the website, or three levels of approval to change text.

“I think [that] by implementing easy-to-use, great tooling, we’re hoping to move the needle on that. It’s early days but I think that’s a measure we’re going to get around, and … Typeface is going to be pivotal in making stuff easy to do.”

Ry Crozier travelled to Dreamforce in San Francisco as a guest of Salesforce.