Redesign health insurance

Meet Hip Pip and Busy Lizzy

Two of the Australian personas Accenture research has highlighted while seeking insight into attitudes and behaviours towards private health insurance are Hip Pip and Busy Lizzy. Together, they represent two groups of twenty-somethings whose private health insurance membership is declining faster than any other age group.

Hip Pip and Busy Lizzy have elevated expectations in terms of social media, technology and digital offerings from banks and platforms (Netflix, Uber, Amazon, etc.). They expect healthcare to follow suit, and doing so could make the difference between health insurers that retain this demographic, and those that don’t.

Digital health insurance: Ten behavioural drivers

Our primary research indicates that insight into seven personas (clustered viewpoints), combined with the 10 fundamental behavioural drivers that define them, will help provide the understanding to fight churn and grow private health insurers’ customer bases.