Demystifying health insurance: Max Bupa kicks off customer education initiative

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New Delhi | Published: February 4, 2015 3:48 PM

Max Bupa has kicked off 'All Fact no Myth', a first of its kind customer education initiative, aimed at demystifying health insurance

Max Bupa has kicked off ‘All Fact no Myth’, a first of its kind customer education initiative, aimed at demystifying health insurance and educating customers about its benefits. The six week-long integrated campaign comprises of a series of engaging and interactive customer outreach activities across the digital, social, radio and print platform. It is expected to drive customer awareness leading to higher adoption of health insurance amongst customers.

The campaign is timed for the last quarter of the fiscal year since the period is marked by a spike in insurance buying. It is aimed at helping consumers make informed choices about their families’ health. The campaign will drive category awareness as well as outline Max Bupa’s competitive edge in terms of its innovative product offering and exemplar customer service delivery. These include Max Bupa’s promise to fulfil all cashless claims within 30 minutes making it the first health insurer in the country to do so, coverage for 19 relationships under a single policy and international treatment for 9 critical illnesses amongst others.

With the number of people visiting social medium platforms for information rapidly increasing, the initiative has been rolled out on multiple digital platforms like Facebook, Twitter and Instagram. The digital campaign introduces two virtual characters, Satya and Mythya driving conversations around health insurance, which de-mystify the common misconceptions about the category. While Mythya propagates common myths prevalent about the category, Satya helps bust them to guide the customer in the right direction. The conversations are in the form of interesting videos, comic strips. and print platforms.

Anika Agarwal, Head-Marketing,  Max Bupa said, “As health partners for our customers, our aim is to further aid the accessibility of quality healthcare and enable them to lead healthier and more successful lives. In light of the current medical inflation, this will become a reality only when they avail health Insurance. Considering the abysmal level of health insurance in the country, we recognised the need for a consumer education drive to enable people overcome their lack of involvement and negative disposition about health insurance. The ‘All Fact No Myth’ initiative has been designed to create a greater understanding and acceptance of health insurance amongst consumers across all groups. “

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