Max Bupa recognised for customer education initiative

India Infoline News Service | Mumbai |

Awarded best client agency idea at the loyalty awards 2014

A first of its kind customer education initiative by Max Bupa, Satya Mythya ki Paathshala has been awarded the Best Client Agency Idea at the seventh edition of the Loyalty Awards held in Mumbai recently. This is the first time a health insurance player has been felicitated with this honour. The award recognizes the efforts undertaken by an organisation in the area of customer loyalty to improve customer relationships while building long term profitability.
With the objective to de-mystify health insurance for customers, which is often perceived to be complicated, the initiative launched in 2013, saw two virtual characters Satya and Mythya drive conversations around health insurance in an engaging manner. The initiative is in line with Max Bupa’s belief that health insurance awareness and penetration will be driven by industry’s ability to win customer’s trust.
In a first of its kind effort by an insurer, Max Bupa introduced a unique customer education initiative Satya Mythya ki Paathshala on Facebook and Twitter last year. The initiative launched two virtual characters Satya and Mythya, to drive conversations around health insurance in an engaging manner and 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 penetration of health insurance in India is as low as five to seven percent and as a result, most people don't know much about health insurance and its benefits. The widespread mistrust about the health insurance industry is also a key barrier to the growth of the sector. Through this initiative, Max Bupa aims to overcome people's lack of involvement and negative disposition towards health insurance and increase their likelihood to consider buying health insurance. Some of the issues that will be tackled through the initiative include the perception of insurance as a tax saving instrument to doubts on the benefit of buying health insurance at a young age.
 
Manasije Mishra, Chief Executive Officer, Max Bupa said, “We are delighted to witness such a positive response for Satya Mythya Ki Paathshala by our customers and the industry. Our constant endeavour is to simplify the concept of health insurance and create a greater acceptance for it. Customers must be empowered to make informed decisions.”
“The idea was to narrate a compelling story which gets everyone involved and has a high recall value. We wanted the message execution to be clutter breaking to draw people’s attention towards the category,” added Sevantika Bhandari, Director - Marketing, Max Bupa.
 
The initiative increased Max Bupa’s engagement metric scores significantly on social media and also added to its follower base. Max Bupa has also used the two mascots for agent and sales training. The initiative is an ongoing effort and will run through a course of comic strips, infographics, contests and games.


 

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