“The research work we undertook with Square Holes informed our strategy and focused our resources. Jason and the team provided us with a pragmatic and effective approach that helped better understand our new market and grow our business.”

- Angelo Russo, General Manager Marketing and Strategic Relations, Emergency Services Health and Police Health


Emergency Services Health (ESH) is a new private health insurance fund, offered exclusively to those defined as emergency service workers / volunteers and their families. ESH required a deeper understanding of the potential market size and sectors, as well drivers and barriers to joining this sector specific health fund. Square Holes was commissioned by ESH to undertake a deep dive analysis into the emergency service sector to help inform marketing and communications strategy and positioning moving forward.

The research builds on a long relationship with Emergency Services Health's parent brand Police Health. Square Holes, and its Founder / MD Jason Dunstone, has worked with the Fund since 2001 to expand the 'police only' cover across Australia. From the NT in 2001, to Queensland in 2003, Western Australia in 2005 and now a wider member base across Australia. Police Health has experienced extraordinary growth from offering a top-tier 'Gold' product to police-based members.

Next step, expansion into the aligned but new market of emergency services workers / volunteers and their families.


Square Holes provided critical pragmatic advice based on survey, focus groups, in-depth interviews with key influencers / stakeholders and other data. This allowed for the market to be segmented, and priority markets to be identified. This underpinned wide ranging aspects of the new market and growth strategies, including how to support prospective members to consider Emergency Services Health, product considerations as well as brand, marketing and other imperitives.