advertisement - 1st april final

8/8/2019 Advertisement - 1st April Final

1/17

Presentation Outline


2/17

About Us


3/17

Vision and Mission Statements

Vision

To become the most admired health insurance company in India

with customer first culture as the key.

Mission

To help families live healthier, more successful lives and be a

healthcare partner providing expertise for life, Max Bupa aims to

deliver high quality health insurance and ensure consistent

customer experience


4/17

Marketing Goals .

y Marketing Goal Brand awareness

Brand Preference

Increase Brand Imagery

Lead generation targets DST & Telesales

productivity

Agent productivity

Value Market share Customer retention

y Brand Goaly Indias most admired health

insurance company

y Why we are here?

To contribute to your success

by helping you live longer,

healthier lives

y How we do it ?

We treat and care for you as an

individual


5/17

Product Features

Direct Sales

Team Free- Look

Period

No limit on

number of

claim

No TPA

No waiting period foremergency

hospitalization and

zero waiting period

on renewal of policy

24x7 in-housecustomer

service

E-opinion

Specialist

consultation andDiagnostic Test

Covered

GuaranteedRenewability of

Max Bupa Policy

for Life

Cashless

Hospitalization with

swipe card

And Pre-

authorization

Cancellation

of Policy

allowed

Pre and Post

Surgery

expenses are

covered


6/17

Product Features

USP: 1) Cancellation of Policy is allowed

2) Free Lock Period

POD: First Healthcare company having in house research center.country's first comprehensive provider of standardized,

seamless and world-class healthcare services.

POR: All healthcare Service, Including Hospitals


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Key Consumer Insight ..

y Consumer Insight

I want to provide the best for

my familys health but Idont know whom to trust.

y Human Truth

Trust in a relationship is

built when peopleunderstand each other.

Through conversations

and talking to each otherwe build healthier

relations.


8/17

Creative Brief .

y What is the key challenge we are facing?

y Who are we talking to?

y What do they think, feel, and do currently?

y How do we want to change or reinforce this?

y If we could convince them of one thing, what would it be?

y Why should they believe us?


9/17

Creative Brief . cont

y What is the key challenge we are facing?

y

Lack of trust -Fine Print, Hearsay about Rude Shocks. Easybuy, difficult claim.

y Lack of perceived value: no returns, only for

hospitalization

y Lack of knowledge: Dont know how it works. Only for

people who have health problem.

y Lack of need: Fatalistic approach. Reliance on support

systems


10/17


y Who are we talking to?

y 25-54 yrs ( insurance age group)

y College level + education

y With Annual HH Income of Rs 10 L+ Professionals andcorporate

y Holder of a Life Insurance Policy

y Health seeker

y If we could convince them of one thing, what would it be?

y Health Care Partners on your side


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y What do they think, feel, and do currently?

y Take health Insurance as Tax Saver and not for life saver

y Lack of trust

y Lack of knowledgey Complicated processes

y Doesn't know how it functions

y How do we want to change or reinforce this?y We want them to buy health insurance and not sell.

y Reinforce trust in the product .


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y Why should they believe us?

y You talk to us directly to us, not through any TPAs.

y We guarantee you renew ability. We are there for you for a

lifetime.

y We cover your complete family across life stages from new

born to senior citizens of any age.

y You can access truly cashless facility at hospitals thanks to our

relationship with them as partners.

y Your health is important to us.y Our health relationship program helps you to nurture and

improve your familys health.

y You can call us our 24/7 health line or view your members

page on the website for health advisory.


13/17

Brand Proposition

A long term relation with your familys health.


14/17

Media ObjectiveMax Bupa

MarketingObjectives

Corporate

Communications

Television Print Digital Activation

Premium Brand

Imagery

Increase category

awareness and

establish us as a

leader in health

insurance

Emotional connect to

build brand imagery

Product

differentiation

Create awareness

about products and

services

Build awareness

about our product

advantages

In tandem with othermedia, drives website

traffic

Targeted

awareness

Site targeting

through SEM Banners on health

and lifestyle portals

Additional benefit

of activation

programmes and

consumerengagement to drive

lead generation

Lead generation Tactical, limited role Support medium for

lead generation

Local site

promotions, affinity

marketing

partnerships,

database direct

mailing & email.

Core for leadgeneration activities

70% source

Manage Post

purchase

dissonance

Create thought

leadership in health

care and insurance

Sustain brand

imagery prior to

customer loyalty

programme and

tangible benefits

Advertorials about

health news

Share consumer

experience stories

Creating news

about brand on

social websites -

deriving insights,

addressing

consumer pain

points.


15/17

Media Mix

Media MixMedia Mix

RadioRadioTV

(ATL)

TV

(ATL)

Digital

(BTL)

Digital

(BTL)

Press/

Magazines

Press/

Magazines

Use high impact

properties such as Cricket

or other sports for launch

Associate with high

impact properties in mass

genre

Integrations/ sponsorship

on relevant genres catering

to TG such as News

Brand website ,campaign micro sites

Online banners/

mailers

Digital activation

News papers leading dailies across

relevant markets just

for launch

Magazines- Health/

In-flight magazines

advertorial

BTL

Activation

BTL

Activation

Airport/ OOH

Mall activation

RWA

Parks

Corporate

Market Places

Cinema

Hoardings/billboards for

launch to grab

viewers attention

OutdoorOutdoor

Launch withintegration /

road block

O


16/17

TVC Launch

Launch coinciding with T 20 World cup has been looked as anopportunity to launch with a high impact presence.Launch coinciding with T 20 World cup has been looked as anopportunity to launch with a high impact presence.

Blue Print of Launch Plan

8 weeks burst, launching with T20 WC along with weekend afternoon

movies on mass genres, subsequently launch on other genres such as

News (Eng News and Eng Business News) & other niche (Lifestyle, Eng

Ent. and Eng Movies) genres to maintain saliency.TV Plan skewed towards prime time.

Use regional channels to beefuppresence in specific markets

8 weeks burst, launching with T20 WC along with weekend afternoon

movies on mass genres, subsequently launch on other genres such as

News (Eng News and Eng Business News) & other niche (Lifestyle, Eng

Ent. and Eng Movies) genres to maintain saliency.TV Plan skewed towards prime time.

Use regional channels to beefuppresence in specific markets


17/17

Strategy towards Print

Launch ads

Launch with Full page or bigger size ads

Launch close to Diwali season- New big releases during the period.

Also, TV being highly cluttered a strategy to sustain ourselves during the

period

Use activation supported by regular spot buys

Create High Quality

LeadsThrough an owned

team

Events on an weekly

basis

Hire an activation

agency with a target

to run the programs

Leverage Technology

Use Technology to

ensure all leads are met

Optimize conversions

Reporting and

Analysis of activations

Predictive

Modeling

Use data of

conversions to

identify sharper and

more profitable

activations

Perfect profiling of

potential customers

Brand engagement

at key target

customer locations

advertisement - 1st april final

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