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Insurance Max Bupa bets big on its service delivery

Max Bupa bets big on its service delivery

Launches Brand Campaign on its 30 Minute Cashless Promise
Team Cafemutual Mar 10, 2017

Max Bupa Health Insurance today rolled out its new brand campaign across leading television channels and social media platforms like you tube and facebook.

The claims process, is one of the biggest pain points for customers of health insurance and one of the most critical factors for families while choosing a health insurance policy.  Max Bupa has created a differentiated service proposition to promise cashless claims pre-authorization within 30 minutes, at the time of hospitalization. The company has an in house claims settlement team that deploys technology to create customer delight at the point of claim.

The television commercial showcases the importance of Max Bupa’s service promise at the moment of truth i.e. point of claim.  It depicts a modern Indian family scenario, which is busy preparing for the arrival of the new born by preparing themselves for the anticipated complex and long cashless claim process. The entire process seems to be very tedious and the family skips the fact that there will be no one with the would-be mother on her big day. The pregnant lady calls this out to her husband and he is speechless as he has no answer to her poignant question. This is where Max Bupa steps in with the 30-minute cashless claim service proposition and bails the family out of the situation.

Talking about the campaign, Ashish Mehrotra, MD & CEO, Max Bupa, said “With the evolving consumer mindset, growing appetite and market for health insurance, we felt this is an opportune time to carry forward our brand story with a new campaign. Today, we process 90% of our cashless claims within 30 minutes. By making service our core differentiator, we are demonstrating real value of health insurance to customers, both old and young.”

 “Our aim is to ensure that we help our customers in the moment of crisis by making the cashless claims approval process smooth, easy and fast. The TVC highlights that we are not only in the business of paying claims, but ensuring our customers are able to concentrate on their loved ones’ health without worrying about the claims process and approval time. Our intent is to build differentiation by educating the modern day families about the benefits of health insurance, across life stages in an engaging way,” added Anika Agarwal, Head - Marketing, Max Bupa

The 4-week campaign will be live on 40 leading television channels, including general entertainment channels, English, Hindi and business news channels news, movies and leading regional channels

In 2010, Max Bupa launched ‘Your Health First’, in the health insurance space, which spoke to customers about prioritizing their health. Over the last 7 years, Max Bupa has strengthened its differentiated brand positioning through multiple campaigns like ‘Max Bupa Walk for Health’ and ‘Family First’. 

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