Medibank's No Gap Joint Replacement Program allows eligible members to pay no out-of-pocket costs on a wide range of services as part of hospital admission for elective surgery for a joint replacement. Historically customers that required surgeries were guided by hospitals and specialists, and having to pay the full fees and after-care treatments. Leaving patients with expensive bills and physicians without tracing the recovery of their patient. Our task was to design the rollout of the new program by onboarding private hospitals offering same day surgeries, with physios and GPs that would recommed this treatment to their patients. Medibank would pay the costs and track the recovery with the original physicians. This new offer had to be identity and showcased through the marketing rollout as a clear value proposition. We also needed to develop clear messaging that spoke directly to physios, GPs, Hospitals and their patients.