"The business essence of insurance is not to sell products, but actually to focus on providing protection solutions for life planning. On September 28, Yao Bing, Chief Marketing Officer of MetLife, said at the media communication meeting of the one-stop health solution 360Health 2.0 innovation and upgrading of The United States United Pacific Life Insurance Co., Ltd. (hereinafter referred to as "MetLife").
The demand for home health solutions is increasing day by day
On September 22, MetLife launched a new upgrade service for 360Health. In 2018, MetLife explored the health needs and trends of the metropolitan population and launched a new health sub-brand, 360Health, to provide a "one-stop health solution" to help customers prevent and respond to the threat of serious illness in five aspects: daily prevention, early diagnosis, medical resources, rehabilitation support and financial protection.
Yao Bing introduced that in the post-epidemic era, the Chinese people have a new thinking and unprecedented attention to health. With the advent of the era of longevity, as well as the changes in the family structure of the second and third children, the economic impact of the medical treatment, children's education, and pension of the metropolitan population on the entire family continues to increase, the demand for family anti-risk is rising, and the demand for family health solutions is increasing day by day. In response to the changing times and the changes in customer needs, MetLife has launched a new upgrade of the 360Health brand to comprehensively build a one-stop health solution that meets the different needs of family members.
In fact, home solutions, from insurance to health management, are increasingly becoming a trend. In view of the low frequency, non-rigid demand and lack of active experience of the life insurance business itself, relying on the life insurance business itself, we will build insurance + pension, + medical, + health, + life and many other service contents, forming a multi-dimensional ecosystem that covers all aspects of customer life horizontally and vertically covers the whole life cycle of customers.
Haitong Securities analysis said that from the supply side, the current distribution of medical resources in China is not balanced, limiting the supply of health management services. For insurance companies, effective health management services can not only attract customers and improve customer stickiness, but also significantly reduce compensation expenses and improve the company's profitability. From a passive, simple payer to a health manager, deeply involved in medical services, involved in the formulation process of treatment decisions, to achieve control of the whole process of health management.
Insurance has evolved from a simple protection product to a product + service, providing customers with a comprehensive product and service system, in line with the strategic direction of Healthy China. This means that the insurance industry can not only provide protection, but also become a guarantee + service, form a comprehensive service system, and establish a business model from selling insurance policies to focusing on customer life cycle management.
Start from the customer's fundamental needs
The key to the sustainable development of the insurance industry is to think of good solutions from the customer level.
Yao Bing believes that the commercial essence of insurance is not to sell products, but actually to focus on providing protection solutions for life planning. "In the current market, whether it is the pain point of the customer or the challenge in the transformation, it is facing a problem, that is, how to return to the fundamental needs of the customer. Starting from the demand, shaping the product form and service model may be the key to rapidly improving the transformation and ultimately gaining customer recognition and satisfaction. Therefore, we need to go back to the source and build good relationships between industries, products, customers, solutions. ”
"The original ecology of insurance is that the compensation occurs to have an effect, the payment is completed, and there are only two moments related to the insurance company, one is the time of insurance, the other is the time of payment, which causes the experience of the insurance company's customers to be weak, and the one-stop health solution is one of the important explorations to enhance the customer experience."
Taking MetLife's new upgrade service of 360Health as an example, Deng Yiwei, head of the customer center department of MetLife, said that she understands that customers need not only to get health support after the diagnosis of serious diseases, but also to prevent problems before they occur in the early prevention, understanding and management of major diseases, MetLife has launched a special support service of "critical health", starting from the early critical moments (such as lung nodules, breast nodules, thyroid nodules, etc.) that discover the potential health risks of high-incidence serious diseases. Provide preferential diagnosis project support and health management, assist customers in preventing, understanding and managing health problems, integrate health resources, and provide guidance and assistance.
Yao Bing stressed that in the future, the market can really win thousands of miles, and the only and sustained undefeated competitiveness is actually the customer's sense of experience and identity. "All innovation points must be truly recognized by customers, otherwise technology will be re-empowered and re-innovated, and customers will not feel it, and it is difficult to truly become a differentiated competitive advantage."
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