Social Media Case Study by Iffort

Introduction • India’s premier health insurance

company, Max Bupa now services hundreds of customers daily using its Facebook engagement platform – Get Help.

• Get Help is one of a kind customer service platform which helps users to get services at their fingertips right from Facebook.

• Through this initiative, Iffort has helped Max Bupa to take the lead to transform the perception of insurance as a complex product by using the most interactive social media platform to drive conversations on the category.

• Max Bupa has always been committed to deliver quality health insurance to our customers.

• We wanted to take this a step

further and use Facebook to transform the consumer perception of insurance as a complex product & drive conversations on the category.

• We helped Max Bupa to connect

with existing customers and acquire new ones in a place where they already spend a lot of time.

Objective

• Get Help, developed by Iffort for Max Bupa is a first of its kind engagement platform by an Indian health insurance company on Facebook that enables customers to buy a health policy from their Facebook account, interact and share their experience with Max Bupa and also get instant customer service at their convenience from anywhere, anytime.

Solution

App Walkthrough

for

Get Help

App Walkthrough – Main Dashboard

The main application dashboard which serves as the landing page for the various services.

App Walkthrough – Buy a Policy

• When a customer wants to Buy a Policy and needs a call back, he can submit his details here and he receives a call within 60 seconds.

App Walkthrough – Complaints &

Compliments • In case a customer has a

claim grievance he can reach out and get a quick resolution of their complaint.

• This helps in not only reducing the queries on the Facebook wall but also a quick action can be taken since the complaints shared here are sent directly to the support team.

App Walkthrough – Hospital Locator

• While taking a planned hospitalization it becomes vital for customers to check out the hospitals which are covered in their policy.

• Using the hospital locator the customers can easily search and choose for their preferred network hospital.

App Walkthrough – Refer a Friend

• Using this feature customers can recommend Max Bupa to their Facebook friends.

• This helps in creative

positive word of mouth for the brand.

Launch Campaign

for

Get Help

• We planned a unique launch of the product both online and offline.

• Since the main objective of the application was to showcase the ease of connecting with Max Bupa, the communication theme for the launch campaign was chosen as "More Reasons to Like Us"

• We engaged with our customers in a number of ways to inform about Get Help and drive them to the application to spread the awareness.

Launch Campaign

Pre-buzz around popular Social

Media Lingo

Pre-buzz around popular Social

Media Lingo

Launch of the Social Dashboard

Engagement to promote the Social

Dashboard. • We engaged with the Facebook

community with some games on the Facebook wall.

• We also ran a Twitter promotions #TheGetHelpQuiz where we engaged with users about the various features.

Creatives to promote the Social

Dashboard.

• We showcased the different features of Get Help using creatives which used social media lingo.

Creatives to promote the Social

Dashboard. • Danglers, Standees & Tabletops were used on location to promote Get Help and drive people to the Max Bupa Facebook Page.

Danglers were used to drive people to the Max Bupa Facebook Page.

• Increase in positive conversations with complaints decreasing by more than 60%.

• The application serves to 1,60,000 fan-base of Max Bupa.

• More than 1200 customers accessed and availed the services from Get Help.

• Turn around time has decreased by 50% since the steps to reach out to the customer support were decreased.

Outcome: Happier Customers

Outcome: Happier Customers

“I got an immediate response after complaining on Get Help and claim was received promptly. I would like to record my appreciation for Max Bupa's swift action.” Kumar Sunkara

“I admire health insurance services provided by Max Bupa” Satpriya Swain

“Good company good products good service”

Navin Dhawan

“One of our friend met with an accident was admitted in Kerala he got cashless approval for 2 lakh was paid by Max Bupa directly to

hospital unbelievable experience.” Surendra Shetty

http://www.fintiger.com/india/max-bupa-launches-get-help-initiative-on-facebook-41.php

http://www.mxmindia.com/2013/06/max-bupa-signs-on-customers-via-facebook/

Get Help in News

Visit us at www.iffort.com

Thank You

For Business queries: Daksh Sharma : +91-9891700977 Sunny Jindal : +91-9818745081