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New Delhi, November 13, 2017: Max Bupa – one of India’s leading health insurance players – has announced the launch of Max Bupa AnyTimeHealth (ATH) machines, to propel health insurance penetration in the country.
New Delhi, November 13, 2017: Max Bupa – one of India’s leading health insurance
players – has announced the launch of Max Bupa AnyTimeHealth (ATH) machines, to
propel health insurance penetration in the country. The ATH is Max Bupa’s innovative
new technology-based solution that will allow customers to run instant health assessment
and buy health insurance cover – in just 180 seconds. Revolutionizing the way people
buy health insurance in India by simplifying the insurance purchase journey, Max
Bupa ATH machines will let customers initiate their health assessment, choose the
right health insurance plan for themselves and walk away with the policy document
within three minutes.
Looking at the severe under-penetration of health insurance in India, the ATH machines
have been designed for customers who find health insurance buying either too complicated,
or do not find the time or motivation to insure something as important as their
health. As per the Max Bupa Pulse survey conducted in early 2017, people are moving
towards digital mediums and platforms for buying and renewing health insurance.
While 47% of the respondents confirmed opting for online platforms for renewing
health insurance, 13% said they would go to online platforms for purchasing health
How it Works Max Bupa’s AnyTimeHealth is a completely automated, technology-based
model with a simple interface that offers a comprehensive awareness-to-purchase
journey, overcoming the procrastination hurdle experienced by many Indians.
The 5 simple steps a first-time user needs to follow are as follows:
Talking about Max Bupa’s latest innovation, Ashish Mehrotra, MD & CEO, Max Bupa
said, “Health insurance has almost become a necessity in India with the growing
incidence of lifestyle diseases but the overall penetration is still quite low with
close to 80% of the Indian population still not covered under any form of health
insurance. The Indian health insurance industry needed something disruptive to ensure
health cover reaches every Indian. With the Max Bupa ATH machines we aim to democratize
health by addressing the key issues and challenges faced by Indians on their buying
journey. While we anticipate greater penetration for health insurance overall with
the innovation, we also expect the Max Bupa ATH machines to increase our Bancassurance
throughput by 2.5X and become an independent sales channel in the next 3- 5 years,
comprising 15%-20% of our total digital sales.”
At this stage, customers will be able to perform non-intrusive health assessment
covering Body Mass Index, Blood Pressure, Body Type & Fat %, Muscle %, Bone Mass,
Body Temperature, Hydration level and Blood Oxygen %; and buy a policy instantly.
ATHs are built on a scalable technology platform, and the future versions of ATHs
will be reimagined as end-to-end customer service systems based on Max Bupa’s product
and servicing requirements. The upgraded versions of the ATHs will service retail
customers 24x7 and will be online to offer more customized and personalized health
insurance plans basis real-time health data captured. These machines may also offer
Artificial Intelligence (AI) based interventions.
Max Bupa’s is a much needed technology application that simplifies health tracking
and decision making for customers. It is a result of thorough analysis of the obstacles
towards health insurance penetration in India and aim to address the challenges
of awareness (of one’s health and the need for health insurance), accessibility
(of a genuine advisor and policy issuer), and serviceability (end-to-end experience)
among Indians through technology.
The ATH machines will be introduced in the market through the company’s Bancassurance
partners – such as Bank of Baroda, the second largest public sector bank in India
– giving Max Bupa access to potentially 20% of the banked Indians. In the first
phase, 20 ATH machines will be installed at partner banks’ branches, across multiple
cities. Through the next few months, Max Bupa will focus on gathering customer inputs,
feedback and performance data to enhance services/ offerings through the systems.
In the next 12-15 months, Max Bupa has plans to install multiple ATH machines across
retail locations such as malls, societies/ RWAs, airport lounges, hotels etc.
Max Bupa expects its ATH machines to drive the next phase of growth for the health
insurance industry. The ATH machines have been designed by Max Bupa, in partnership
with Yolo Health – a Health Tech startup.’
Max Bupa Health Insurance
Max Bupa is a 51:49, 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 over 70 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
1900 people and its network of 29 offices across 19 cities - Delhi, Mumbai, Hyderabad,
Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata, Patna,
Goa, Gurugram, Lucknow, Vadodara, Thane 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 4000 top quality
hospitals and healthcare. Over the last seven years, Max Bupa has introduced many
innovative offerings that cater to the evolving health needs of various customer
segments. For more details about the company and a list of all our network hospitals
please visit www.maxbupa.com.
About Max India Limited
Max India, the holding company of Max Bupa Health Insurance and Antara Senior Living
and equal joint venture partner in Max Healthcare, is focused on health and allied
businesses. Max Healthcare and Max Bupa Health Insurance are joint ventures with
global leaders, Life Healthcare (South Africa) and Bupa Finance Plc. (UK), respectively.
These businesses have well-entrenched positions in their respective categories,
and are recognized for their outstanding service standards. The Company owns and
actively manages a 49.70% per cent stake in Max Healthcare, a 51% stake in Max Bupa
Health Insurance and a 100% stake in Antara Senior Living.
Max India is listed on both the Bombay Stock Exchange as well as the National Stock
Bupa’s purpose is longer, healthier, happier lives. As a leading global health and
care company, we offer health insurance, medical subscription and other health and
care funding products; we run care homes, retirement and care villages, primary
care, diagnostic and wellness centres, hospitals and dental clinics. We also provide
workplace health services, home healthcare, health assessments and long-term condition
management services. We have 29m customers in 190 countries. With no shareholders,
we reinvest our profits to provide more and better healthcare and fulfil our purpose.
We employ almost 80,000 people, principally in the UK, Australia, Spain, Poland,
New Zealand and Chile, as well as Saudi Arabia, Hong Kong, India, Thailand and the