Work that works
Building a trusted health partner brand for HCF
Services
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Content and channel strategy
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Digital content
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Social media
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Video production
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Audio production
The challenge
HCF had a strong foundation in content, with a premium print magazine and growing digital presence. But activity was fragmented across channels and there was no clear structure to guide how content worked together. As the business shifted from print to digital and from eDM-first to a broader channel mix, there was an opportunity to rethink content as a connected system – not a series of siloed outputs.
Our approach
We partnered with HCF to transform Health Agenda from a print-led publication into a connected, multi-channel content ecosystem. Working as an extension of the team, we redefined how content worked across channels – helping shift HCF’s role from insurer to trusted health partner through a more consistent, integrated approach to storytelling.
The impact
25%
26%
16%
improvement in Health Agenda Hub site visits.
year-on-year increase in time spent on Health Agenda Hub.
increase in views of Health Agenda Hub articles from 2023.
The impact
25%
improvement in Health Agenda Hub site visits.
26%
year-on-year increase in time spent on Health Agenda Hub.
16%
increase in views of Health Agenda Hub articles from 2023.
Uncommon Care Member Stories
Concept — Narrative — Video production
Men's Mental Health In Focus
Strategy — Concept — Video production — Digital content — Social media
HCF x Netball Australia: Inside the Circle
Strategy — Concept — Production — Digital content — Social media
Website Content
Digital content — SEO — Wireframing
Health in the Bush
Concept — Video production — Digital content
“I feel like Heads & Tales is an extension of my team. There's no ‘us vs. them’ mentality and they care about our needs like they work for HCF.”
