social marketing for health insurance industry
DESCRIPTION
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!TRANSCRIPT
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www.iffort.com
Social Media Marketing
For Health Insurance Industry
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Health Insurance Brands face key customer acquisition challenges with Trust & Category Education
being the biggest of them.
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So how do we build Trust, Seek attention & Create impact?
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5 Must Do’s for Health Insurance Players on Social
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Create FB Apps that Drive Business Value
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For Max Bupa, a leading Health Insurance Brand in
India, we created
“Get Help”
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Get Help- It is one of a kind customer service platform that helps users to get services right from Facebook
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The main application dashboard enables customers to buy a policy, interact with the brand & get instant customer service
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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.
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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
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Using the hospital locator the users can easily search and choose for their preferred network hospital.
Find Hospitals
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Video testimonials of happy customers speaking about the brand amplify word of mouth!
Customer Testimonials
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Define Brand Positioning- Own a category to win consumer’s
mind
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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.
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For Max Bupa, we created buzz by positioning it as a Family
Brand and promoting its health insurance product for families.
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We nurtured the concept of a Family Tree to emphasize on family bonds and relationships.
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We also created a fun Facebook application which created family trees of facebook users, their friends, families & bollywood stars.
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Users created and shared their family trees!
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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-
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The social media communication amplified the family communication further.
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Spin Rich Storylines With Brand Characters
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Characters with personality, tone, voice & belief can
drive sustainable brand engagement on Social
Media
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We introduced
“Satya & Mythya” to educate consumers about myths associated with Health
Insurance
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Satya, the Protagonist! Honest friend next door! Busts the health insurance myths and tells the truth.
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Mythya, the pocket dynamo of Mischief!
Creates doubt in your mind with his myths.
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Satya & Mythya created category education by spreading product information through fun comic strips.
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Satya shared his gyan through health insurance tips.
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& together these 2 characters, brought in humour in their conversations
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Use Digital Engagement to Drive Offline Actions
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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.
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We built Organic conversationsaround the event through Community Outreach
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Instead of traditional media buying burst, you could reach out to relevant online health & hobby
communities.
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Organize Micro walks in collaboration with focus-groups to spread the buzz about your event.
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Convey benefits of“Walking (Your Brand’s Health
Activity)” through meaningful
infographics.
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Create a contest around the
health activity to drive
participation from your
Facebook Fans. (e.g. My Walking
Pic Contest)
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Conversations on TwitterTap on twitter influencers by partnering with brands who can
amplify your event/activity message.
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Once the event is over, Thank your Participants!
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Develop a well thought-out Contest strategy to
expand your fan-base
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Establish a seasonal connect with health (Monsoon)
e.g. Monsoon Mantra contest What’s your mantra to be healthy during monsoon season?
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Seasonal Connect with Health (Winters)
#Hotshots Reward your fans for sharing tips and treats to make winters warm and fuzzy.
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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.
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Celebrating Motherhood (Family Connect)
#MaakeNuskhe contest to celebrate Motherhood in a special way on the occasion of Mother’s Day .