Max Bupa Health Insurance has entered into a strategic partnership with Vizury Engage, a Data and Marketing Platform, to personalize and deepen customer engagement on various online and social platforms. Vizury Engage helps leverage data from disparate online and offline sources to segment users and target them with personalized engagements. Max Bupa will use Engage to generate data-backed insights and evolve a personalized digital customer engagement strategy.
The digital medium presents a huge opportunity to reach out to potential customers given the fact that only 5-7% people in India own health insurance. Adapting to the digital format will enable Max Bupa contextualize conversations with its existing customers on the web and also decipher their lifestyle and health habits which will help further personalize its products and service offerings.
“The Max Bupa Health Pulse Survey has shown that 44% customers search the web before making a health insurance purchase and 15% renew online. We are growingly focusing on the digital customer and want to meaningfully engage with the customers through targeted conversations. With deeper insights into our customer base, we will be in a better position to serve the large uninsured population in the country, with a multi-channel marketing platform,” said Anika Agarwal, Head – Marketing, Max Bupa.
Choosing from an array of digital touch points, Vizury Engage will reach out to Max Bupa’s high-intent users on the channels that they are most active. An active Facebook user will be shown Facebook ads while an avid news website visitor will be shown display ads on the website that he frequently visits. Further, the message shown to both of these users will vary based on their online behavior and profile. With 1:1 relevant recommendations, Max Bupa can help their customers make the right insurance choices.