New Delhi/Bangalore, March 31, 2016: Max Bupa Health Insurance has entered into a strategic partnership with Lemnisk, a leading Customer Data Platform vendor, to personalize and deepen customer engagement on various online and social platforms. Lemnisk helps leverage data from disparate online and offline sources to segment users and target them with personalized engagements. Max Bupa will use Lemnisk 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. We see potential for huge performance benefits with Lemnisk’s Lemnisk Platform to grow engagement and enroll more customers through various digital platforms. 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.
“Insurance companies are aggressively growing their digital business. Lemnisk’s background and expertise in driving highly personalized acquisition and retention conversations across a wide variety of channels like social, programmatic, website, app etc. is helping us become the platform of choice for the BFSI vertical. In Max Bupa, we have a progressive marketer embracing and aggressively growing digital customers. We are extremely proud to partner with them in this journey and help them execute a data driven marketing strategy that will meaningfully improve wallet share from their digital business,” said Subra Krishnan, SVP Products at Lemnisk.
Choosing from an array of digital touch points, Lemnisk 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.
Lemnisk is a unique Data and Marketing Platform that can integrate data from different online and offline sources to help brands get answers to their key business problems and activate multi-channel marketing to foster customer engagement.
About Max Bupa Health Insurance
Max Bupa is a, 74:26, joint venture between Max India Limited, a multi-business corporate with expertise in life insurance and health care and Bupa, a leading global health and care company with 65 years of healthcare knowledge. Max Bupa brings together a combination of Bupa’s health insurance and customer service expertise with Max India’s understanding and experience of the Indian health and insurance sectors. Max Bupa offers quality health insurance services through a dedicated team of over 1400 people and its network of 26 offices across 16 cities - Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata, Patna, Goa and Jodhpur.
Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups. Max Bupa has a direct working relationship with a network of over 3500 top quality hospitals and healthcare providers, with plans to extend its network of hospitals to other parts of the country. Max Bupa services customers directly without third party involvement. For more details about the company and a list of all our network hospitals please visit www.maxbupa.com.
Lemnisk is an Intelligent and Secure Customer Data Platform built for Banking, Insurance and financial Services marketers. Marketers leverage Lemnisk to maximize customer engagements and conversions across channels.
The key capabilities include:
- Customer Data Platform that uniquely resolves users across different data sources and channels.
- Custom data models and algorithms created for Banking, Insurance and other Financial Services.
- Intelligent orchestration of each customer’s journey based on one’s propensity towards a marketing channel and delivers higher engagement.
- Hyper-Personalization that creates a unique real-time marketing message and experience for each user across multiple marketing touch-point.