Max Bupa demystifies health insurance with a first of its kind customer education initiative ‘All Fact No Myth’

·      The new campaign focuses on customer education and brings alive the Max Bupa advantage

·      Aims to drive awareness led adoption by demystifying health insurance through an integrated campaign

 

New Delhi/Mumbai, February 04, 2015: Max Bupa 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 aptly 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.

Some of the misconceptions Max Bupa aims to bust through the initiative
Myths	Fact
You can’t get Health insurance after a certain age/ in old age	Max Bupa Health Insurance can be availed by anyone at any age
Health Insurance is only valid during hospitalization	Max Bupa Health Insurance covers day care procedures and OPD costs as well. It also provides you Health check ups so that you can stay fit all the time.
Health Insurance is insufficient when you get serious illness like cancer	Max Bupa Health Insurance provides coverage upto 1 Crore
Health Insurance is valid only in India	However treatment for certain lifestyle diseases are better abroad: Max Bupa Health Insurance provides international treatment for 9 critical illness.

 

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. andprint 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. “

 

“Our consumer research reaffirmed the fact that our campaign upon successful execution has a strong likelihood of leading to category conversations which will ultimately drive health insurance adoption. While sensitizing non-owners of health insurance about its benefits, we also aim to better educate current owners to help them utilize their covers optimally. Through the initiative, we hope to drive awareness and preference for comprehensive health insurance covers like the ones offered by Max Bupa which is an imperative in light of the current medical inflation.”

 

The customer education initiative is in line with Max Bupa’s focus on furthering the national agenda of increasing category awareness through sustained initiatives. It has been developed basis the findings of an extensive consumer research undertaken by the company that brought to light the fact that lack of awareness and misconceptions are largely to blame for low adoption of health insurance in India.

 

About Max Bupa Health Insurance

 

Max Bupa is a, 74:26, joint venture between Max India Limited, a multi-business corporate with expertise in life insurance and health care and Bupa, a leading international healthcare provider with 65 years of healthcare knowledge. Max Bupa brings together a combination of Bupa’s health insurance and customer service expertise with Max India’s understanding and experience of the Indian health and insurance sectors. Max Bupa offers quality health insurance services through a dedicated team of over 1400 people and its network of 26 offices across 16 cities - Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata, Patna, Goa, Jodhpur and Ludhiana. Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups.

 

Max Bupa has a direct working relationship with a network of over 3500 top quality hospitals and healthcare providers, with plans to extend its network of hospitals to other parts of the country. Max Bupa services customers directly without third party involvement. For more details about the company and a list of all our network hospitals please visit www.maxbupa.com.

 

About Max India

 

Max India Limited is a USD 1.6 billion, multi-business corporate, focused on people and service-oriented ‘Businesses of Life’ that include Life Insurance, Healthcare, Health Insurance, Senior Living, Clinical Research and Speciality Packaging Films. The Company’s vision is to be one of India’s most admired corporates for service excellence in ‘what we do, how we do it and the positive impact we have on stakeholders and society’. This vision is founded on a clear set of values that are shared across the group – Sevabhav, Excellence and Credibility.

 

Max India’s key operating businesses – Max Life Insurance, Max Healthcare and Max Bupa Health Insurance, are joint ventures with global leaders Mitsui Sumitomo, Japan, Life Healthcare, South Africa, Bupa Finance Plc, UK, respectively. These businesses have well entrenched positions in their respective categories, and are recognized for their outstanding service standards.

 

This Company’s performance reflects not only in the Company’s financial numbers but also in its customer base, which has grown 14% to 7.4 million customers who are served through 300 offices across the country by a dedicated base of around 17,000 employees and 54,000 agents. For the financial year 2013-14, Max India’s consolidated revenue increased 19% to Rs 11,683 crore.

 

About Bupa

 

As a leading international healthcare group, Bupa offers health insurance and other health funding products, and runs care homes, retirement villages, hospitals, diagnostic and primary care centres and dental clinics. Bupa also provides workplace health services, home healthcare, health assessments and long-term condition management services.

 

Bupa has over 22 million customers in 190 countries and territories. With no shareholders, it invests its profits to provide more and better healthcare and fulfill its purpose: longer, healthier, happier lives.

 

Bupa employs more than 70,000 people, principally in the UK, Australia, Spain, Poland, New Zealand and Chile, as well as Saudi Arabia, Hong Kong, India, Thailand and the USA.

 

For more information, please visit: www.bupa.com