The health contingency has become a phenomenon of great weight, especially due to the capacity for change it has had in the market.
The role of the consumer has become increasingly dynamic and after the arrival of the pandemic, the effects have been very clear in their purchase decision.
Today better references have been established through which it is possible to understand the role of consumption.
The ability of brands to innovate in the market today must think about how to develop in the face of the health contingency, which has become one of the biggest challenges in the market.
An element that we cannot lose sight of is the one that warns us of the ability of brands to achieve innovation in the market, either with case studies, such as those that the Bupa Digital directive will refer to in subsequent paragraphs or with talent management in institutions such as School of Marketing, with its management and diploma programs.
In this interview with Ana Lilia Garduño, Director of Marketing and Product at Bupa México, she tells us about the role of digital in the new consumer profile after the health contingency, how their behavior has changed and what is the perception they have today.
Merca2.0 – What has been the experience of the digitization of an industry as complex as insurance?
Ana Lilia Garduño – It has been a pleasant experience, since we have a great multidisciplinary team that works on cross-cutting projects that has allowed us to develop digital platforms always thinking of our policyholders and agents to facilitate the process of hiring insurance, management of policies and remote medical care.
This year alone, we have invested 220 million pesos in digital services to offer a better service to our clients and a more competitive offer, at the same time that we provide telemedicine and telepsychology services to all our policyholders. In addition, we have many more digital and innovative projects on the horizon for 2021.
Ana Lilia Garduño, Director of Marketing and Product at Bupa México.
Merca2.0 – Is there a new consumer behavior after the contingency? What is this and what role does forecasting play in it?
ALG – Definitely yes. Following the recommendation by the authorities to stay at home, the insured needed to have at their disposal services to take care of their health from their homes, this is how telemedicine came to all our insured, unlimited and free since April of this year . I can tell you that we react in time making sure to maintain the physical and mental health of our policyholders.
On the subject of forecasting, having access to health professionals at any time, any day of the week through video calls, it is easier for our policyholders to consult with the slightest doubt or discomfort that they present. We have been surprised that the adoption of digital health has permeated in all ages, we have had video consultations of people from 1 year to 81 years of age for preventive issues, diseases and COVID19; in addition, 25% of the consultations are psychological and 75% medical, thus supporting the situation we experience every day. We have always emphasized not self-medicate and have the guidance of a professional and now the relevance is much greater. Soon we will be providing even more home care capabilities at no cost to our policyholders, we know that we must continually evolve to accompany them daily.
Merca2.0 – How much has consumer perception of health changed after the contingency?
ALG – This epidemic has completely changed all sectors, without a doubt. The Mexican Association of Insurance Institutions (AMIS), stated that the hospital cost per patient admitted to a private hospital amounts to $ 378,357, while for Bupa, the average is $ 928,121 pesos. In the sector, this pandemic is already considered a catastrophic event, comparable to the worst earthquakes and hurricanes we have seen.
All this has made many people begin to become aware of how important it is to have major medical expenses insurance with complete coverage for illnesses, accidents and emergencies, and with an Insured Sum, deductible and coinsurance that adapt to each one of needs. It is important as buyers, to give ourselves to the task of knowing more about each insurer, the traditional and innovative benefits they offer, as well as the quality support they offer us. Health, as it should be before the contingency, has become a priority for people. Of course, the pandemic is a complex and worrying situation, but it is also the starting point for us to make better decisions and take better care of ourselves.
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