This document discusses strategies for health insurance brands to use social media marketing effectively. It provides 5 key strategies: 1) Create Facebook apps that drive business value like Max Bupa's "Get Help" customer service app. 2) Define brand positioning by owning a category to win consumers' minds, like positioning Max Bupa as a family brand. 3) Spin rich storylines with brand characters like "Satya & Mythya" to educate consumers. 4) Use digital engagement to drive offline actions, like powering Max Bupa's "Walk for Health" event. 5) Develop seasonal contests to expand the fan base and strengthen relationships.

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Social Media Marketing
For Health Insurance Industry

2. Health Insurance Brands
face key customer
acquisition challenges with
Trust & Category
Education
being the biggest of them.

3. So how do we build
Trust, Seek attention
& Create impact?

4. 5Must Do’s
for Health Insurance
Players on Social

5. Create FB Apps that
Drive Business Value
1

6. For Max Bupa, a leading
Health Insurance Brand in
India, we created
“Get Help”

7. Get Help- It is one of a kind customer
service platform that helps users to get
services right from Facebook

8. The main
application
dashboard
enables
customers to
buy a policy,
interact with the
brand & get
instant customer
service

9. 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.

10. Customers can
also share their
complaints/compli
ments directly
through Get Help.
The messages
listed here are
instantly sent to
the support team
for quick
resolution.
Complaints & Compliments

11. Using the hospital
locator the users can
easily search and
choose for their
preferred network
hospital.
Find Hospitals

12. Video testimonials of
happy customers
speaking about the
brand amplify word
of mouth!
Customer
Testimonials

13. Define Brand Positioning-
Own a category to win consumer’s
mind
2

14. 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.

15. For Max Bupa, we created buzz by
positioning it as a Family Brand
and promoting its health insurance
product for families.

16. We nurtured the concept of a Family Tree to
emphasize on family bonds and relationships.

17. We also created a fun Facebook application which
created family trees of facebook users, their friends,
families & bollywood stars.

18. Users created and
shared their family
trees!

19. 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-

20. The social media communication amplified the family
communication further.

21. Spin Rich Storylines
With Brand Characters
3

22. Characters with
personality, tone, voice
& belief can drive
sustainable brand
engagement on Social
Media

23. We introduced
“Satya & Mythya”
to educate consumers about
myths associated with Health
Insurance

24. Satya, the
Protagonist!
Honest
friend next
door! Busts
the health
insurance
myths and
tells the
truth.

25. Mythya,
the
pocket
dynamo
of
Mischief!
Creates
doubt in
your mind
with his
myths.

26. Satya &
Mythya
created
category
education
by
spreading
product
information
through fun
comic
strips.

27. Satya shared his gyan
through health insurance
tips.

28. & together these 2 characters, brought in
humour in their conversations 

29. Use Digital Engagement to
Drive Offline Actions
4

30. We powered Max Bupa’s
Flagship event
Walk for Health
An event that spreads health awareness &
promotes walking among individuals as the
easiest form of exercise.

31. We built Organic conversations
around the event through
Community Outreach

32. Instead of traditional media buying burst, you could reach
out to relevant online health & hobby communities.

33. Organize Micro
walks in
collaboration with
focus-groups to
spread the buzz
about your event.

34. Convey benefits of
“Walking (Your
Brand’s Health
Activity)” through
meaningful
infographics.

35. Create a contest
around the
health activity to
drive
participation from
your Facebook
Fans. (e.g. My
Walking Pic
Contest)

36. Conversations on Twitter
Tap on twitter influencers by partnering with brands who can
amplify your event/activity message.

37. Once the event is over, Thank your
Participants!

38. Develop a well thought-
out Contest strategy to
expand your fan-base
5

39. Establish a seasonal
connect with health
(Monsoon)
e.g. Monsoon
Mantra contest
What’s your mantra
to be healthy
during monsoon
season?

40. Seasonal Connect with Health (Winters)
#Hotshots Reward your fans for sharing tips and
treats to make winters warm and fuzzy.

41. 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.

42. Celebrating Motherhood (Family Connect)
#MaakeNuskhe contest to celebrate Motherhood in a special
way on the occasion of Mother’s Day .

43. Web | Social | Digital
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