Max Bupa launches new all inclusive Heartbeat Health Insurance Plan


Max Bupa launches new all inclusive Heartbeat Health Insurance Plan



Max Bupa breaks stereotype and offers highest sum insured with reduced waiting period for pre-existing diseases




Max Bupa’s redefines health insurance with the new Heartbeat Health Insurance Plan


o   Highest sum assured of 1 crore to be offered by any insurer in this segment

o   Reduces the  pre-existing diseases waiting period to 2 yrs

o   Introduces co-pay for insured below the age of 65 years

o   Offers coverage for medical costs incurred during international travel


New Delhi, <DATE>, <MONTH>, <YEAR> - Max Bupa Health Insurance, today announced the launch of all inclusive Heartbeat Health Insurance Plan, the new and more comprehensive version of its flagship product. The policy is aimed to serve as a one stop shop for all seekers of a complete health insurance plan, catering to more inclusive segments like expecting mothers, retired senior citizen and frequent international travelers. This plan introduces industry first features like sum insured of 1 crore, reduced waiting period for pre-existing diseases from 4 years to 2 years and even coverage for medical costs during international travel.


Comprehensive customer feedback and safety net for future medical requirements are intrinsic to Max Bupa product suite. The original Heartbeat Health Plan was designed with the same concept of foreseeing customer’s future healthcare needs. The new all inclusive Heartbeat Plan has been further enriched based on the simple notion of pre-empting even the most basic need that might require health insurance coverage as a result of sedentary lifestyle, inflating healthcare costs, affluent living, bigger and extended families. The plan also offers coverage for discretionary treatment of nine named serious medical treatments like cancer, organ transplant, CABG, Coronary Angioplasty, Brain Surgery in Bupa’s global network where initial treatment has been in India and pre-authorized. Max Bupa was the first insurer to offer ‘all age enrolment’ feature and is yet again the first insurer to offer the option of reducing co-payment for an insured below the age of 65 years.


Manasije Mishra, Chief Executive (Designate), Max Bupa said “India’s burgeoning consumer class is headed for an attack of chronic diseases, including diabetes and hypertension. In fact, by 2025, the number of cancer patients in India will increase by five times. More than 5.5 lakh have been reported to succumb to cancer in 2012. Our two pronged approach at Max Bupa is to stress on a healthier lifestyle in addition to a comprehensive health insurance plan to provide a safety net during unforeseen medical emergencies. Our all inclusive Heartbeat Health Insurance Plan has been designed keeping in mind the inflating healthcare costs and increasing cases of chronic diseases due to sedentary lifestyle. The plan aims to bring about some change in the way health insurance products are currently been perceived. The product comprises of intricate and minute detailing in addition to extreme transparency.”


“As health partners, our products are intuitive and allow our customers to focus on overcoming the medical emergency in the most hassle free way.The new features like sum insured of 1 crore, option for reduced waiting period under pre-existing diseases from 4 years to 2 years, reducing co-pay and travel evacuation will fulfill each and every need of an insured from their health insurance.” Manasije further added.


Max Bupa from the time of its inception in 2010 has been renowned for its industry firsts features like no age enrolment, in house customer service without any third party involvement, cashless approval within 4 hours, assured renewability for life, coverage for day care procedure and provision of maternity benefits for up to two deliveries. Following an in-depth study of customer feedback, in February 2012, Max Bupa enabled the people to purchase Heartbeat as a Top up Plan by introducing High Deductible Option as a feature.


Key product highlights of all inclusive Heartbeat are:


·       Wide sum insured ranging from 2 Lakh to 1 crore

·       Allowing up to 4 children under Family Floater plan in any of the following combinations:


o   1 Adult + 1Child

o   1 Adult + 2 Children

o   2 Adults

o   2 Adults + 1Child

o   2 Adults + 2Children


·       Optional aggregate annual deductible (top-up cover) along with Silver Sum Insured options of Individual and Family Floater plans

·       Coverage for Homeopathy and Ayurvedic treatment cost under Platinum OPD benefit

·       Option of reduction in the pre-existing waiting period from 4 years to 2 years

·       Reducing co-payment:  

o   The proposed co-pay reduces from the starting point of 20%, at 5% points for every year of continuous coverage. After 5 effective policy years the co-pay would be zero

·       Additional Sum Insured options in Heartbeat Individual Gold and Family Floater variants with upto 50 lac

·       Benefits of annual renewals:

o   Healthy Relationship Loyalty Program: It is a first-of-its kind rewards program, which rewards customers for their relationship with Max Bupa irrespective of their claim history. It allows customization of the benefits as per relevance from the following:


Earn n Redeem: Customers can earn points worth a percentage of their last paid premium which can be redeemed against various products and services. It also includes vouchers for OPD services within partner hospital network


Increase Sum Insured: Customers can opt for increasing the sum insured upto a cap of 50% of the base provided the policy is renewed continuously


·       Medical Emergency Evacuation within India and abroad: Max Bupa will cover reasonable transportation cost in case of a medical emergency outside India. This cover is available on doctor’s prescription

·       International Treatment support for Specified Illnesses (For Platinum Policy Holders Only)

o   The customers can undergo treatment worldwide on a pre-authorization basis

·       Addition of 2 year policy tenure option for Family First plans


Max Bupa will provide guidance for the smooth and seamless transition of policy holders from the original Heartbeat Health Insurance Plan to the new version.


Note to the Editors:


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 19 offices across 12 cities - Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi and Kolkata. Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups. Through its philosophy of “Your Health First” Max Bupa’s mission is to help customer’s live healthier and more successful lives.


Strong Network of over 1300 hospitals


Max Bupa Health Insurance has a direct working relationship with a network over 1300 top quality hospitals and healthcare providers and at the same time the company plans to extend its network of hospitals to other parts of the country. Max Bupa at present services customers directly without third party involvement, through an in-house team of relationship managers and also has a 24/7 health line for easy and friendly access to health advice. 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 Speciality Products for the packaging industry through its strategic business unitMax Speciality Films.


The flagship company Max India Limited is a widely held public listed entity, with the owner sponsors, led by Analjit Singh holding over 37% 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.