For the last several weeks, we’ve been looking at ways in which global L&H insurers are using digitalization to improve their business and operating models. The cases are drawn from Accenture’s quarterly Innovation Tracker—today I’ll conclude that discussion with three more examples of how it’s being done.
Max Life Insurance launches a digital campaign for public awareness
This Indian life insurer has created a digital campaign called “Second Chance” to create public awareness about the need for life insurance protection. The campaign centers on videos of real people narrating how they have received second chances in their lives—and the importance of protecting their loved ones with life insurance. Using social media platforms including YouTube, Facebook and Twitter, Max Life directed viewers to their website to learn more about how they can use life insurance to protect their families and share their own “second chance” stories. Max Life also reached out to bloggers and opinion leaders in the hope they would encourage readers to protect loved ones with life insurance. The campaign went live in January 2015.
Pact Health introduces a new health plan for employers
Pact Health is the first health tracking app to launch a health insurance plan for employers. Embedding health monitoring technologies, it aims to help businesses reduce health insurance costs while improving employees’ health, working as a wellness incentive layer on top of a current health insurance policy. Employees at companies that buy Pact Health can earn up to $1,300 in coverage each year, while employers can save up to $100,000 per year by giving more coverage to employees who take care of themselves. Workout activity is tracked through smartphone apps or wearable monitoring devices like Fitbit or Jawbone. The Pact plan is reliant on insurance brokers to connect small businesses to its health plan in exchange for a referral fee.
Humana and CVS Pharmacy have partnered for a new payment platform
Humana is the first health insurer to join Bill Pay at CVS/pharmacy, allowing Humana members to make health insurance payments at any CVS retail location in approved U.S. states. Plan members can bring their barcoded health insurance premium bills to any participating CVS and make a payment. CVS scans the barcode and collects payment via cash, credit or debit card, which is securely transmitted to Humana. The new bill payment arrangement extends the relationship between Humana and CVS around the Affordable Care Act. Humana representatives are appearing at 265 CVS stores in states where the insurer is on the state’s health insurance exchange to answer consumer questions about getting coverage.
With today’s technological capabilities, life & health insurers of all types and sizes have an almost limitless arsenal of creativity at their disposal. And by partnering with strategic businesses that complement the insurance industry, they can build an ecosystem that’s poised to serve both their customers and their employees in unique ways.
Other papers on the topic that you might find useful: