Max Bupa launches GoActive, a digital health insurance plan in India
Max Bupa came with brand new “GoActive” digital plan to incorporate more citizens across India. The health insurance plan offers exciting features including customized health guidance and diagnosis.
Health insurance is the kind of insurance that covers the whole or a part of the risk pertaining to medical expenses. Many health insurance companies in India are taking new initiatives to digitize the health insurance plan. Max Bupa is one such company that started innovative brand campaign “GoActive” in order to change the health perspective of Indians. The revolutionary health campaign involves the participation of youths.
Max Bupa believes that online campaign is the effective way to drive country’s health insurance penetration.
The company still provides its traditional health policies but considering customers digital presence, the team is focusing on “GoActive” plan. With this new initiative, the company can engage more customers while contributing to the overall health market in India. Customers can get new features such as personalized health coaching, OPD, and diagnostics.
These features are not covered by traditional health plans. Max Bupa have featured Dangal movie actor and TV host Aparshakti Khurrana for their brand new 3-week health insurance plan-Go Active.
The campaign is designed in a way to disrupt the traditional health policies that are being offered by Insurance companies for decades. The digitized health campaign is built considering the tech-savvy generation in India. As per Statista report, about 323 million people in India were online through their mobile phones in 2016. The estimations convey that 24.3% people accessed the internet throughout the country.
Considering an increase in these trends later, Max Bupa have strategized their business around digital health insurance plans. The health campaign leverages humour in their digital strategy as youths can engage better with this concept.
During the launch of a campaign, Anika Agarwal-SVP -Marketing and Head Digital Sales, Max Bupa, said, “Despite India’s falling health graph, the country still has one of the lowest health insurance penetration levels in the world with less than 20% of the population with any form of health insurance.
Also, amongst young Indians, in spite of their lifestyles and increasing incidence of illnesses, they generally do not feel the need for health insurance owing to how they still see it – a financial decision that can be deferred, a contingency investment only for old age and a recurring expense with uncertain usage, while you are in the pink of health.
The brief for the creative agency was simple – break this stereotype and reimagine what health insurance should do. Make people realize that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness.
Max Bupa has always attempted to stand apart in terms of how we communicate with our audiences and this campaign outreach is also differentiated. It is designed for today’s digital audiences, the campaign will be aired on high-affinity TV channels and will have a big online and digital play including mobile, to reach out to our target audiences.
Image credit: www.maxbupa.com
