Southern Cross has announced the appointment of Tony Reid as its new chief communications & brand officer.
Reid (pictured), who assumed the role in September 2024, will focus on enhancing the organisation’s communications strategy and brand presence across both its health insurance and healthcare services.
Southern Cross Health Society CEO Nick Astwick expressed confidence in Reid’s ability to contribute to the company’s ongoing efforts.
“We are excited to have Tony on board to support the mahi we do to deliver on our purpose to enable healthier years for more New Zealanders,” he said.
The Southern Cross group serves nearly one million people through its health insurance services. Its healthcare division, in collaboration with CareHQ, Active+, Raise, and MedPro, supports around 100,000 patients each year.
Astwick said the organisation aims to play a significant role in advancing healthcare access and quality in New Zealand.
“Together, we make a significant contribution to improving health outcomes for more New Zealanders,” he said.
Reid brings extensive experience in corporate communications and public relations, having held leadership roles at Kiwibank, Suncorp New Zealand, and the Financial Markets Authority (FMA). He also began his career in journalism, working with broadcasters such as RNZ, the BBC, TVNZ, and TV3.
Commenting on his new role, Reid commended the Southern Cross team for focusing on making a meaningful difference to the health and wellbeing of New Zealanders.
“I’m excited to be joining such a strong New Zealand brand and look forward to the role I can play in further building Southern Cross’s reputation as a for-purpose group of businesses and showcasing the positive impact we are having for Aotearoa New Zealand,” he said.
Southern Cross made the leadership appointment as healthcare concerns rise in New Zealand.
Access to quality healthcare has become a significant concern for New Zealanders in 2024, according to the latest Southern Cross Healthy Futures report.
Conducted in partnership with Kantar, the report has tracked health and wellbeing trends in New Zealand since 2019, drawing on responses from over 7,000 participants.
The 2024 findings indicated that 84% of respondents are worried about affordable and quality healthcare access, marking a 6% increase compared to 2022.
Astwick commented on the rising concerns, noting that the lasting effects of COVID-19 continue to impact public health.
“Against this backdrop, there’s growing pressure on our healthcare system to manage increasing demand and costs while continuing to maintain a high standard of care for all New Zealanders,” he said.
The report also highlighted a steady increase in claims from Southern Cross members, with daily claims averaging NZ$6 million in 2024, up from NZ$5.2 million last year.
In addition to financial pressures, the report identified other barriers preventing New Zealanders from accessing timely medical care. These include long wait times and a shortage of healthcare professionals, leading many to delay or forgo necessary treatments.
Telehealth services, such as online consultations via CareHQ, have gained traction as one way to address these challenges.
Astwick noted that telehealth solutions could relieve pressure on the traditional healthcare system by providing faster access to care.
