Taking a digital-first approach
Over the last few years, the health insurance ecosystem has been steadily shifting to a paperless model. Max Bupa established its digital presence in 2020, with the launch of its website. However, despite the convenience of an online platform, consumers still relied on intermediaries such as agents or tele-callers for assistance.
The ‘Research Online, Buy Offline’ model was also prevalent, where a consumer would gather all the product-related information online but depended on a tele-caller to take the conversation forward. Almost 100% of Max Bupa’s digital sales were driven through the tele-agent model because its digital platform was not designed with a focus on customer experience.
To attain the vision of becoming a digital-first company, Max Bupa needed to sharpen its digital strategy and create a completely unaided model where consumers could buy insurance end-to-end online. The company needed to build better customer connections, more personalized customer experiences, and higher engagement to encourage online buying of insurance. Max Bupa also wanted to attract younger consumers and bring down the median age of buying health insurance from 36 years to 24 years.
To achieve this, the company needed a suite of tools that would work seamlessly to drive its digital evolution and recreate a digital platform that was flexible, scalable, and robust.
In 2019, Max Bupa decided to partner with Adobe and make Adobe Experience Cloud the backbone of its digital transformation journey. “Adobe Experience Manager, along with Adobe Analytics, Adobe Campaign and Adobe Target, helped stitch together different aspects of the consumer buying journey and create a dynamic, contextual, and seamless customer experience with fast turnaround time,” says Ashish Gupta, Chief Technology Officer at Max Bupa.