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Social Media MarketingFor 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/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 StorylinesWith 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 insurancemyths 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 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 PicContest)

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 .

Web | Social | Digital

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