Social Marketing For Health Insurance Industry
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Social Marketing For Health Insurance Industry



Health Insurance brands face lot of challenges with trust & category education being the biggest of them. ...

Health Insurance brands face lot of challenges with trust & category education being the biggest of them.

Here are 5 Must Do's for Health Insurance Players on social to ensure trust, seek attention and create impact!



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Social Marketing For Health Insurance Industry Social Marketing For Health Insurance Industry Presentation Transcript

  • 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?
  • 5Must 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/compli ments 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 Health An event that spreads health awareness & promotes walking among individuals as the easiest form of exercise.
  • We built Organic conversations around 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 Twitter Tap 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 .
  • Web | Social | Digital