Max Bupa recognised for its innovative Customer Education Initiative

Max Bupa recognised for its innovative Customer Education Initiative

‘Satya Mythya ki Paathshala’

Awarded Best Client Agency Idea at the Loyalty Awards 2014

New Delhi, Feb 11, 2014: A first of its kind customer education initiative by Max Bupa, Satya Mythya ki Paathshala has been awarded the Best Client Agency Idea at the seventh edition of the Loyalty Awards held in Mumbai recently. This is the first time a health insurance player has been felicitated with this honour. The award recognizes the efforts undertaken by an organisation in the area of customer loyalty to improve customer relationships while building long term profitability.

With the objective to de-mystify health insurance for customers, which is often perceived to be complicated, the initiative launched in 2013, saw two virtual characters Satya and Mythya drive conversations around health insurance in an engaging manner. The initiative is in line with Max Bupa’s belief that health insurance awareness and penetration will be driven by industry’s ability to win customer’s trust.

In a first of its kind effort by an insurer, Max Bupa introduced a unique customer education initiative Satya Mythya ki Paathshala on Facebook and Twitter last year. The initiative launched two virtual characters Satya and Mythya, to drive conversations around health insurance in an engaging manner and de-mystify the common misconceptions about the category. While Mythya propagates common myths prevalent about the category, Satya helps bust them to guide the customer in the right direction.

The penetration of health insurance in India is as low as five to seven percent and as a result, most people don’t know much about health insurance and its benefits. The widespread mistrust about the health insurance industry is also a key barrier to the growth of the sector. Through this initiative, Max Bupa aims to overcome people’s lack of involvement and negative disposition towards health insurance and increase their likelihood to consider buying health insurance. Some of the issues that will be tackled through the initiative include the perception of insurance as a tax saving instrument to doubts on the benefit of buying health insurance at a young age.

Manasije Mishra, Chief Executive Officer, Max Bupa said, “We are delighted to witness such a positive response for Satya Mythya Ki Paathshala by our customers and the industry. Our constant endeavour is to simplify the concept of health insurance and create a greater acceptance for it. Customers must be empowered to make informed decisions.”

“The idea was to narrate a compelling story which gets everyone involved and has a high recall value. We wanted the message execution to be clutter breaking to draw people’s attention towards the category,” added Sevantika Bhandari, Director – Marketing, Max Bupa.

The initiative increased Max Bupa’s engagement metric scores significantly on social media and also added to its follower base. Max Bupa has also used the two mascots for agent and sales training.

The initiative is an ongoing effort and will run through a course of comic strips, infographics, contests and games.

Note to the editor

About Max Bupa Health Insurance

Max Bupa Health Insurance 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 international healthcare provider with 65 years of healthcare knowledge. Max Bupa brings together a combination of Bupa’s global health insurance expertise 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 1000 people and its network of 21 offices across 13 cities – Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata and Patna. Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups.

Strong Network of 3400 hospitals

Max Bupa Health Insurance has a direct working relationship with a network of over 3400 top quality hospitals and healthcare providers and at the same time the company plans to extend. 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

About Max India

Max India Group is a multi-business corporate, driven by the spirit of enterprise and focused on people and service oriented businesses. The Company is headquartered in New Delhi, India. Max India is in the ‘Business of Life’ with its vision is to be one of India’s most admired corporates for Service Excellence. It ‘Protects Life’ through its Life Insurance subsidiary Max Life, a joint venture between Max India and Mutsui Sumitomo; ‘Cares for Life’ through its Healthcare company, Max Healthcare, a joint venture between Max India and Life Healthcare, South Africa; ‘Enhances Life’ through its Health Insurance company, Max Bupa Health Insurance, a joint venture between Max India and Bupa Finance Plc., UK; ‘Rejuvenates Life’ through its Senior Living business Antara, a fully owned subsidiary of Max India and ‘Improves Life’ through its Clinical Research business, Max Neeman, a fully owned subsidiary of Max India. The Group also continues its interest in manufacture of Specialty Products for the packaging industry through its strategic business unit Max Specialty Films.

The flagship company Max India Limited is a widely held public listed entity, with the owner sponsors, led by Analjit Singh holding over 39% stake. Its other shareholders include some of world’s best Institutional Investors such as, Goldman Sachs, International Finance Corporation, Washington (IFC) and Temasek Holdings.

About Bupa: 65 years of Health and Care

Bupa’s purpose is to help people lead longer, healthier, happier lives. Established in 1947, it has over 11.3 million customers in more than 190 countries. Employing over 52,000 people, Bupa has operations around the world, principally in the UK, Australia, Spain, New Zealand and the USA, as well as Hong Kong, Thailand, Saudi Arabia, India, China and across Latin America. A leading international healthcare group, Bupa offers personal and company health insurance, runs care homes for older people and hospitals, and provides workplace health services, health assessments and chronic disease management services, including health coaching, and home healthcare. With no shareholders, Bupa invests its profits to provide more and better healthcare and is committed to making quality, patient-centred, affordable healthcare more accessible in the areas of wellness, chronic disease management and ageing.

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