Case Study: Medibank achieves centralised, compliant marketing operations and up to 30% less admin with IntelligenceBank

How Medibank Manages Marketing Operations in an Agile World

Medibank, Australia’s leading private health insurer with more than 3.7 million customers, faced fragmented digital assets, no audit trail for approvals, and heavy admin overhead as its marketing team scaled from ~30 to 100 people. To centralise assets, streamline approvals and ensure brand and regulatory compliance, Medibank partnered with IntelligenceBank and implemented IntelligenceBank’s Marketing Operations platform as a central marketing hub.

IntelligenceBank delivered a single source of truth with digital asset management, AI metadata tagging, online brand guidelines, automated approval workflows and a self-serve marketing inbox. The solution gave Medibank full audit trails, faster approvals, reduced risk and improved content distribution—cutting administrative work by up to 30% and materially increasing marketing efficiency and brand consistency.

Medibank

Jonathan Goh

Automation and Audience Lead