Multi-insurance companies get together to launch the Goddess Day exclusive insurance! See how insurance keeps love in place?

March 8 is International Women's Day, and the popularity of the holiday is rapidly heating up. Topics such as paying attention to women's needs and caring for women's health have a high degree of attention on major social platforms. Beijing Business Daily reporter learned that a number of insurance companies have piled up online goddess day exclusive insurance products. How does insurance help shine with "her power"? What specific protection needs do insurance companies face when they launch women's exclusive protection insurance?

A variety of captive insurance products have been launched

Everyone's life is inseparable from "she", "she" is a mother, a wife, a daughter, a gentle guardian in life, and "her" health also directly affects the happiness of each family. The Healthy China Action (2019-2030) also clearly states that maternal and child health is the foundation of national health.

The Beijing Business Daily reporter learned that a number of insurance companies have recently gathered on the online goddess day exclusive insurance products to face the specific protection needs of women. Among the many women's exclusive insurance products, critical illness insurance and medical insurance have become the main products in the market.

Since the first appearance of breast cancer recurrence insurance in 2019, after three years of development, the market has a relatively comprehensive product form. The product manager of ZhongAn Health Insurance told the Beijing Business Daily reporter that recently, the breast cancer recurrence insurance "Milk Healing Peace of Mind" launched by ZhongAn Insurance and Mijian has three upgrades compared with several other recurrence insurance on the market. As a medical insurance tailored for breast cancer patients, this insurance solves the problem of high medical expenses caused by recurrence or metastasis.

Also doing homework on the condition of breast cancer are Tencent Micro Insurance and Pacific Insurance, in view of the breast cancer of the first new cancer in Chinese women, as well as the rising probability of accidents year by year, Tencent Micro Insurance and Pacific Insurance designed and launched the "Women's Breast Cancer Medical Insurance" to provide medical protection for breast carcinoma in situ and breast malignancy. In addition, Tencent Weibao launched another women's exclusive insurance, "Talisman Fu Women's Comprehensive Accident Insurance", to provide accident protection products related to women's accidental injuries.

Wise Choice and Wing On Property & Casualty Insurance have launched a women-specific disease insurance "Xin Guardian", which is supported by a series of health management services for women's special diseases. It includes five categories of exclusive health management services: early screening for cancer, detection of high-risk diseases for women, HPV vaccine help appointments, consultation on special drugs for tumors, online drug purchase and green pass services for breast reconstruction surgery in phase I.

Insurance companies develop and sell women's exclusive insurance products, supporting the corresponding health management services, in the capital University of Economics and Business Insurance Department Deputy Director Li Wenzhong, this can help women strengthen health management, effectively prevent and reduce the occurrence of related diseases, in case of illness can also get insurance compensation from insurance companies, reduce the financial impact of diseases on families and individuals. The introduction of such products and services by insurance companies also fully reflects the care for women. Secondly, although the whole society has always respected, cared for and loved women, whether it is the work unit or the family, on the special day of "3.8", it is often hoped to reflect the respect and care for women in some form.

Of course, caring for women's health is often more in line with women's wishes, so buying a women's exclusive health insurance for female employees, wives and girlfriends has become the best choice for many employers or male friends." That is to say, every year around the '3·8' festival is often a hot selling period for women's exclusive insurance products. Therefore, the launch of women's exclusive insurance products by insurance companies is also a marketing need. Li Wenzhong added.

If you want to be "better", you need to take advantage of the holiday opportunity to make more efforts

Coinciding with International Women's Day, the "she economy" is on fire, and the insurance industry is following the hot spots. Among them, it is not difficult to find from the slogan of Women's Day that insurance companies can be described as "rolled up". "Her protection, we come to guard" "May you take care of the light of your life with beauty" "My 'goddess', not emo! "Wait to attract the attention of the goddesses."

In addition, insurance companies have taken advantage of the opportunity to recommend their own products, and Fosun United Health regards exclusive family doctor services as a Goddess Day benefit. Shanghai Life Goddess Festival promotion inserted the "Lan Hai Xin Xuan Exclusive Edition" critical illness insurance. PICC Health regards "good medical insurance and cancer prevention medical treatment" as a recommended product for Goddess Day.

"With the acceleration of the pace of social life, modern women shoulder the burden of career and family, and are easily 'targeted' by various diseases." Wang Yin, general manager of Huixue Life Insurance Commodity Center, told Beijing Business Daily reporter. For women's health, in addition to the need for women to improve their self-awareness and pay attention to the formation of health habits, the claim reports of insurance companies are also paying attention to and reflecting women's health conditions.

According to the claims annual reports of insurance companies in 2021, serious illness and medical claims usually account for the largest proportion. Looking further, the number one serious illness risk that threatens health is malignant tumors, and Ping An Life's 2021 claims report shows that the number of claims for serious illness accounts for up to 70%. In terms of gender distribution, women pay far more for malignant tumors than men, and based on this, ping an life report recommends that women should be screened for cancer regularly.

Regarding women's health, the most lethal is the risk of cancer, and the 2021 National White Paper on the Quality of Life of Breast Cancer Patients shows that breast cancer has surpassed lung cancer to become the world's largest cancer in 2020. "Some diseases are specific to women, and the probability of onset is high, and once they suffer from such diseases, they will have a significant adverse impact on women's work and life." Li Wenzhong said.

In addition, in the busy work and life, women often face the transformation of various travel scenarios such as airplanes, subways, and online ride-hailing. According to the Accident Injury Risk Management Report of China's Insurance Industry, in the case of accidental disability compensation, the proportion of female traffic accident disability was 42.1%, which was significantly higher than that of men.

However, according to industry analysts, the current consumers, especially women, have serious illness and high incidence of accidents, but the protection is relatively insufficient. The person in charge of Huixue products said that in recent years, with the rapid development of the industry, the segmentation trend of the insurance market has repeatedly accelerated, and the requirements for scenario-based innovation of insurance products have become higher and higher. Then, with the development of the economy and the gradual increase in the awareness of women's consumer insurance, it is obvious that the primary task facing insurance companies is to continuously meet the needs of women and continue to increase the female insurance rate.

How can insurance companies better grasp the opportunity of women's day festival from product promotion, product design, and strengthening cooperation in the next step? Li Wenzhong said that first of all, from the perspective of publicity, insurance companies need to be appropriately laid out in advance, carry forward the publicity of health management and risk management knowledge while caring for female friends, create an atmosphere of universal care for women in society, and form a good market environment for the marketing of related insurance products. Second, in addition to the Internet, the construction of publicity and sales channels can strengthen cooperation with trade union organizations at all levels. Third, in terms of product design, it can be an insurance product that covers a certain disease, an insurance product that covers a package of female-specific diseases, or a health insurance product that includes female-specific diseases and other common diseases. Insurance companies need to carry out precise design and precision marketing according to their target customer base and marketing strategy.

"If an insurance product wants to be better in the competition, it is first necessary to carry out accurate design and precision marketing according to the target customer base, and support appropriate health management services, in addition to paying attention to compliance requirements in marketing." Li Wenzhong said so.

Beijing Business Daily reporter Chen Tingting Hu Yongxin