Social Marketing For Health Insurance Industry

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Social Media Marketing

For Health Insurance Industry

Health Insurance Brands face key customer acquisition challenges with Trust & Category Education

being the biggest of them.

So how do we build Trust, Seek attention & Create impact?

5 Must Do’s for Health Insurance Players on Social

Create FB Apps that Drive Business Value

1

For Max Bupa, a leading Health Insurance Brand in

India, we created

“Get Help”

Get Help- It is one of a kind customer service platform that helps users to get services right from Facebook

The main application dashboard enables customers to buy a policy, interact with the brand & get instant customer service

When a customer wants to Buy a Policy and needs a callback , he can submit his details in the dashboard and he receives an instant callback.

Customers can also share their complaints/compliments directly through Get Help.

The messages listed here are instantly sent to the support team for quick resolution.

Complaints & Compliments

Using the hospital locator the users can easily search and choose for their preferred network hospital.

Find Hospitals

Video testimonials of happy customers speaking about the brand amplify word of mouth!

Customer Testimonials

Define Brand Positioning- Own a category to win consumer’s

mind

2

In reality, positioning is a

perception built in the

minds of a consumer. As a brand we need to create our own space

in this mind.

For Max Bupa, we created buzz by positioning it as a Family

Brand and promoting its health insurance product for families.

We nurtured the concept of a Family Tree to emphasize on family bonds and relationships.

We also created a fun Facebook application which created family trees of facebook users, their friends, families & bollywood stars.

Users created and shared their family trees!

To Create awareness about the family first policy, we crafted the TVC contest where users had to see the commercial & answer questions based on it.

Landing Page for the campaign-

The social media communication amplified the family communication further.

Spin Rich Storylines With Brand Characters

3

Characters with personality, tone, voice & belief can

drive sustainable brand engagement on Social

Media

We introduced

“Satya & Mythya” to educate consumers about myths associated with Health

Insurance

Satya, the Protagonist! Honest friend next door! Busts the health insurance myths and tells the truth.

Mythya, the pocket dynamo of Mischief!

Creates doubt in your mind with his myths.

Satya & Mythya created category education by spreading product information through fun comic strips.

Satya shared his gyan through health insurance tips.

& together these 2 characters, brought in humour in their conversations

Use Digital Engagement to Drive Offline Actions

4

We powered Max Bupa’s Flagship event

Walk for HealthAn event that spreads health awareness & promotes walking among individuals as the easiest form of exercise.

We built Organic conversationsaround the event through Community Outreach

Instead of traditional media buying burst, you could reach out to relevant online health & hobby

communities.

Organize Micro walks in collaboration with focus-groups to spread the buzz about your event.

Convey benefits of“Walking (Your Brand’s Health

Activity)” through meaningful

infographics.

Create a contest around the

health activity to drive

participation from your

Facebook Fans. (e.g. My Walking

Pic Contest)

Conversations on TwitterTap on twitter influencers by partnering with brands who can

amplify your event/activity message.

Once the event is over, Thank your Participants!

Develop a well thought-out Contest strategy to

expand your fan-base

5

Establish a seasonal connect with health (Monsoon)

e.g. Monsoon Mantra contest What’s your mantra to be healthy during monsoon season?

Seasonal Connect with Health (Winters)

#Hotshots Reward your fans for sharing tips and treats to make winters warm and fuzzy.

Adding festive flavors in Relationships (Family Connect)

#Bond of the best contest to re-emphasize the core message of “Brother Sister” relationship during Rakshabandhan festival.

Celebrating Motherhood (Family Connect)

#MaakeNuskhe contest to celebrate Motherhood in a special way on the occasion of Mother’s Day .

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