The acquisition of younger members - particularly those from the 25-35 year age-group - is one of the key objectives of leading health insurer, Medibank Private's, new television advertising campaign which hits the small screen this week.
Equally important is the drive to retain the close on three million members now covered by the health fund.
Part of an integrated campaign - comprising TV, press, Internet and Point of Sale - the TV segment comprises two commercials which promote Medibank Private's top selling PackagePlus range of products and its PackageBONUS reward system.
The PackagePlus range provides a comprehensive package that includes hospital and extras combinations to suit particular stages of life. On top of this, people covered by products in the range are eligible for a bonus after a six-month waiting period.
Says Medibank Private managing director, Mark Burrowes: "The bonus can go towards gym memberships, sports equipment and clothing, coaching and tuition, quit smoking programs, aromatherapy and massage - something which is particularly appealing to our younger members who are generally very health conscious."
Put together by ad agency, AdTown, viewers - by way of a series of dissolves - will be given a insight into what their PackagePlus product covers them for such as hospital, dental, optical, physiotherapy, pharmaceutical, chiropractic, ambulance and so on.
The television campaign - which runs through to April - will air in Sydney, Melbourne, Brisbane, Adelaide, Perth, Canberra, Darwin, and in regional Queensland, Victoria, The Gold Coast, and Newcastle.
This is the first major Medibank Private TV campaign since the "taxi driver" campaign that ran during the height of Lifetime Health Cover between March and July last year.