Medibank — Deal Risk Assessment

Deal Snapshot

Account / Deal

Medibank — Medibank Opal 2026

Owner

Mark Ryan (AE) · Conor Leary (overlay)

Stage / Target Close

Proof-of-Value / 2026-03-27

Size / Strategic Importance

$53,435 (AUD ~100K pilot) / High (healthcare, AI transformation, ~$1.7M total initiative)

Key Champion(s)

Jon Goh (elevated 3/3), Simon Tsang, Sophie Jackson, Jono Santamaria

Current Status

Jon Goh elevated to champion 3/3 — wants Optimizely “front and center.” Demo shifted to week of March 10 (Erik sick). VIN products added to pilot scope. Procurement not engaged. AI Governance Committee is hard gate. ~$2M agency spend reclamation opportunity. Architecture diagram and commercials walkthrough being scheduled.

ID	Category	Risk	Evidence	Impact	Plays	Owner & By When
R1	Timing	AI Governance Committee approval is hard gate Known	• CIRA form pending. Committee approval required before procurement. • No visibility into process timeline.	Could delay pilot start by weeks. Cannot sign even POC terms without this approval.	P3 P8	Jono Santamaria (CIRA form) + Simon (Jon Goh engagement)
R2	Paper	Procurement not yet engaged Known	• Flagged urgent by Jono (2/24). Even POC structured as change order needs procurement. • Existing Optimizely contract helps (change order, not new agreement) but still requires procurement.	Paper process is zero-started with 23 days to close target. Existing Optimizely contract helps (change order, not new agreement) but still requires procurement.	P6 P8	Simon to talk to Jon Goh about who to engage
R3	Technical	Demo delayed one week (Erik sick) — target week passed (3/10) Known	• Erik ill, fine-tuning delayed. Demo moved to week of March 10. • Steven Croft syncing with Erik next week. • Audience may widen (AHM/Ampler Health) adding complexity. • As of 3/11: demo week has passed — confirm whether demo executed or further delayed.	One-week delay in demo compresses pilot timeline. Audience may widen (AHM/Ampler Health) adding complexity. Verify demo status — no confirmation note yet.	P5	Steven Croft + Erik (FDE)
R4	Political	CMO (Geoff Ikin) not directly engaged Known	• Jon Goh reports to Geoff. SVA presentation targeting April for CMO sign-off on larger investment. • No direct Optimizely-to-Geoff relationship.	Pilot can proceed without Geoff, but full-scale investment requires his approval. If SVA presentation doesn’t land, expansion blocked.	P1 P9	Mark Ryan + Conor — build SVA model with Medibank data
R5	Value	Pilot scope expanding without cost increase Known	• Jon Goh added VIN products (pet, travel, life) and multi-brand (Medibank + AHM). • Additional agent build within existing 40-hour SOW. • Seat count may need increase beyond 10.	Scope creep within fixed SOW. If onboarding hours consumed on expanded scope, core use cases suffer.	P4 P5	Conor + Steven Croft — manage scope within SOW constraints
R6	Political	McKinsey shaping requirements Known	• McKinsey advisory role on AI transformation. Target state: “briefs don’t exist.” • Influential voice with leadership.	If McKinsey’s recommendations diverge from Optimizely’s capabilities, could create misalignment. Need to ensure Opal aligns with McKinsey’s vision.	P4	Conor — understand McKinsey’s framework and position Opal within it
R7	Timing	Multiple parallel workstreams creating complexity Known	• Demo, commercials, architecture diagram, Salesforce story, AI governance — all need to converge before pilot can start. • Jon Goh walkthrough of strategy doc scheduled. Kevin Lee media optimization integration discussion pending.	Any single workstream delay cascades. 23 days to target close with 5+ parallel threads.	P6 P8	Conor + Mark — maintain coordination cadence
R8	Value	Adoption failure / low-usage cycle Known Added 3/11	• Jon Goh flagged adoption as his #3 risk (after funding and capability) — cited past failures with marketing workflow tools. • “If we don’t crack adoption, we’ll stay in this hell loop.” (per 3/3 follow-up) • Legal and brand approvers must be made to find it “easy and attractive” or engagement fails.	Low adoption makes pilot results inconclusive, kills the April SVA business case, and blocks FY27 expansion funding.	P4 P8	Conor + Jon Goh — build change management plan and structured feedback loop into pilot design
R9	Technical	Josh Pike on parental leave until May Known Added 3/11	• Josh Pike (MarTech Platforms Lead) confirmed on parental leave until May. (per 3/3 follow-up) • He is the primary technical evaluator for platform architecture and integrations.	Deeper architecture review and integration scoping deferred to post-May. Could create a gap in technical due diligence during the pilot period and delay full-scale scoping.	P5	Conor + Steven Croft — identify interim technical contact; scope integration work that can proceed without Josh

P1 ELT Exec Bridge

Risks: R4

Build toward Geoff Ikin SVA presentation in April

P3 Back-channeling / Political Intel

Risks: R1

AI Governance Committee status and requirements

P4 Value Workshop

Risks: R5, R6

Scope management + McKinsey alignment

P5 Technical / Architecture

Risks: R3, R5

Demo execution + pilot scope control

P6 Commercial Alignment

Risks: R2, R7

Procurement engagement + workstream coordination

P8 Business Case

Risks: R1, R2

Pre-build CIRA documentation and procurement package

P9 Customer-facing Exec 1-Pager

Risks: R4

Geoff Ikin pre-brief for April SVA

P4 Value Workshop — Adoption Focus

Risks: R8

Design structured feedback/calibration loop in pilot. Jon Goh’s adoption concern is a top 3 risk for him — make it part of the pilot success plan. (Added 3/11)

P5 Technical / Architecture — Josh Pike Gap

Risks: R9

Proceed with architecture work that doesn’t require Josh. Identify interim technical contact for MarTech/integration questions. (Added 3/11)

6 P4 Build adoption and change management plan into pilot design

Linked Risks R8

Owner Conor + Jon Goh

Why Jon Goh flagged adoption as his #3 personal risk (per 3/3 follow-up). Past workflow tool failures cited. Must crack adoption to generate April SVA proof points and avoid “hell loop.” Jono Santamaria already pushing for structured feedback/calibration process.

Due Before pilot kickoff (April)

Top Risks Requiring Exec Help

R1 — AI Governance Committee is a hard gate. CIRA form pending. No visibility into approval timeline or process.
R2 — Procurement not engaged. Even POC terms need procurement involvement. Zero-started with 23 days to close target.
R4 — CMO (Geoff Ikin) not directly engaged. Full-scale investment requires his April SVA sign-off. No direct Optimizely relationship.
R8 — Adoption failure is Jon Goh’s #3 personal risk (per 3/3 follow-up). Past workflow tool failures cited. A weak adoption plan kills the pilot’s SVA proof points. (Added 3/11)
R9 — Josh Pike (MarTech lead) on parental leave until May. Deeper technical architecture review deferred. Interim coverage needed. (Added 3/11)

What We’ve Already Done to Mitigate

Jon Goh elevated to champion — wants Optimizely “front and center” of marketing transformation
VIN products team confirmed as accelerated pilot group — multi-brand (Medibank + AHM), early adopters
Craig approved Comprend support: 30–40 hours over 12 weeks, Anna shadows for CMP onboarding
Commercial model confirmed: 100K AUD (80K software + 20K onboarding), 10 users, 100K credits
Confirmed Medibank is on Microsoft Teams — Teams agent activation in scope (per 3/3 follow-up)
Jon Goh expressed interest in collaborating on Optimizely roadmap — directed to Shaf (Simon McDonald) (per 3/3 follow-up)

Specific Requests from ELT / SLT

Peter Ten Eyck for SVA model refinement with Medibank data — targeting April CMO presentation to Geoff Ikin
Jon Goh US visit and Salesforce reference meetings — later in year, but plant the seed now to deepen champion relationship
Kevin Lee (SVP Product Strategy) — loop in for media optimization integration discussion. Jon Goh wants cross-channel creative testing (Google Display, Instagram, EDM). Expectations may exceed current capability — need honest scoping conversation. (Added 3/11)