Latest / MediaCast from MediaBrief.com / Ep 29 | MediaCast: Sapna Desai, CMO of ManipalCigna, on Marketing Health Insurance - a category most people tend to avoid

Transcript

Ep 29 | MediaCast: Sapna Desai, CMO of ManipalCigna, on Marketing Health Insurance - a category most people tend to avoid · MediaCast from MediaBrief.com

• 0:06
  SPEAKER_01: In a category full of documents, conditions, and fine print, what does good marketing need to simplify first?
• 0:19
  SPEAKER_01: Sapna, if you had to give one practical checklist to a first-time health insurance buyer, what would you ask them to look at before buying?
• 0:31
  SPEAKER_04: The Manipala Sigma India Health question kind of revealed that the youngest segment is actually coming out to be the most stressed.
• 0:39
  SPEAKER_01: How does that change your communication strategy towards your customers?
• 0:58
  SPEAKER_01: Sapna health insurance is a low-interest, high avoidance category.
• 1:03
  SPEAKER_01: Unfortunately, people don't want to think about needing it.
• 1:25
  SPEAKER_04: We've labeled this insight as a stress paradox.
• 1:53
  SPEAKER_04: Talking about your story and saying, The first one is, and I think about it every day, that expertise has an expiry date.
• 2:10
  SPEAKER_04: So, yeah, this is the question I hear all the time these days.
• 2:14
  SPEAKER_00: So give me the kind of answer I've never heard before.
• 2:17
  SPEAKER_04: Madlab karve, but I would say human intelligence is still very important.com.
• 2:37
  SPEAKER_01: I'm your host and friend Pavanar Shawla, and I'm delighted to tell you that our guest in this episode is a wonderful marketer.
• 2:48
  SPEAKER_01: Sapna is a marketer who spent over two decades building service brands in high trust categories and who now leads brand, marketing, and consumer engagement for a health insurance business where trust is tested not only when a policy is bought, but when a claim is made and where word of mouth and actual delivery can always outweigh anything that paid advertising can achieve.
• 3:13
  SPEAKER_01: Satna, welcome to the show, to this episode, and thanks for your time.
• 3:17
  SPEAKER_04: Thank you so much, Pawan.
• 3:19
  SPEAKER_04: It's a pleasure being here, and I'm looking forward.
• 3:21
  SPEAKER_01: Thank you very much indeed.
• 3:23
  SPEAKER_01: And thanks also, Satna.
• 3:24
  SPEAKER_01: This is my format.
• 3:26
  SPEAKER_01: And what I do is I also name people from the comms team and you know the PR agency who make these interactions possible.
• 3:32
  SPEAKER_01: So thanks are definitely, definitely due to the wonderful Sakshi.
• 3:37
  SPEAKER_01: I agree.
• 3:37
  SPEAKER_01: Sakina Gandhi by Practice PR and your own team.
• 3:40
  SPEAKER_01: Wonderful cop comm team, led like sure.
• 3:43
  SPEAKER_01: Uh and there are other people.
• 3:44
  SPEAKER_01: I'm sorry, it's just together guests to my show.
• 3:47
  SPEAKER_04: No, no, Tejaswani.
• 3:48
  SPEAKER_04: Yeah.
• 3:49
  SPEAKER_01: You're in wonderful uh com's hands.
• 3:52
  SPEAKER_03: Thank you so much.
• 3:59
  SPEAKER_01: Sapna, for viewers who may know the Manipal Signa Health Insurance name, but may not fully understand the business.
• 4:08
  SPEAKER_01: Give us the simple version first.
• 4:10
  SPEAKER_01: You know, what does Manipal Signa Health Insurance do?
• 4:13
  SPEAKER_01: And how is a standalone health insurance company different from a general insurer who also shares health cover?
• 4:20
  SPEAKER_04: Uh so Manipal Signa today and Manipal Signa, we have we cover almost 21 million lives.
• 4:24
  SPEAKER_04: We have 125 branches across the country, and uh we have a team of 3,500.
• 4:32
  SPEAKER_04: We were one of the fastest growing health insurance companies in the year FI26 at a growth rate of 30%.
• 4:37
  SPEAKER_04: And over the last five years, we maintained a Kagger of 29%.
• 4:42
  SPEAKER_04: So we are really expanding and bringing our mission to each and every corner of India.
• 4:48
  SPEAKER_01: Excellent, excellent.
• 4:56
  SPEAKER_01: Sappa, as CMO of Manipal Sigma Health Insurance, your role sits at an interesting intersection of what?
• 5:03
  SPEAKER_01: Consumer behavior, brand salience, data, communication, reputation, and customer trust.
• 5:08
  SPEAKER_01: But before we speak about Manipal Sigma Health Insurance and the category.
• 5:12
  SPEAKER_01: That context, let me begin with you personally first, right?
• 5:16
  SPEAKER_01: Across advertising, financial services, telecom, and now health insurance, uh, what are the two or three leadership learnings, values, or yardsticks that have stayed with you and that you still use to evaluate your own decisions, sir?
• 5:32
  SPEAKER_01: It's not going to sit well.
• 5:34
  SPEAKER_04: That's a really interesting question.
• 5:36
  SPEAKER_04: Um I would say there are four principles that I've kind of followed across my journey.
• 5:41
  SPEAKER_04: Uh the first one is, and I think about it every day, that expertise has an expiry date.
• 5:47
  SPEAKER_04: So, what I mean by this is that the skills that you know made you successful yesterday are not necessarily what's going to make you successful tomorrow.
• 5:55
  SPEAKER_04: Um, so I'm always focusing on being curious, learning, trying new things, and continuously kind of taking that forward.
• 6:03
  SPEAKER_04: I would say the other second thing is that you need to take accountability.
• 6:08
  SPEAKER_04: Um, and accountability always ends up building credibility for you.
• 6:13
  SPEAKER_04: Um it's always good to kind of own the successes, and you know, you see that it's very easy.
• 6:18
  SPEAKER_04: But it's also very important to own the failures, and I think that's what makes a true leader and you know build trust and credibility with it.
• 6:26
  SPEAKER_04: And I would say the third thing for me has been that you know it's about ambition.
• 6:32
  SPEAKER_04: And um, a leader should always set the ambition and the goals for the team.
• 6:36
  SPEAKER_04: Uh, I always believe in aiming a little higher than what looks like possible right now, and I think with that, what happens is that you know people around you also start performing a little higher.
• 6:46
  SPEAKER_04: So your expectation setting always matters.
• 6:49
  SPEAKER_04: Where do you want to really aim?
• 6:51
  SPEAKER_04: Uh so I think ambition.
• 6:53
  SPEAKER_04: And I would say there's one more thing, there's a fourth thing that uh I think is you need to learn how to be really, really simple.
• 7:00
  SPEAKER_04: So clarity over complexity.
• 7:02
  SPEAKER_04: I mean you can say 10 different things, but it's a it's a real task to say that one simple, sharp thing.
• 7:09
  SPEAKER_04: So I would say that these are the four principles.
• 7:11
  SPEAKER_04: Um, you know, continuously learning, taking accountability, uh setting high ambition, and fighting for clarity.
• 7:19
  SPEAKER_01: I just love what you said that expertise has an expiry date.
• 7:23
  SPEAKER_03: Yes, it does.
• 7:24
  SPEAKER_01: Uh earn your success and own your PAs.
• 7:28
  SPEAKER_01: These two things really, really sit extremely well with, I'm sure everybody.
• 7:33
  SPEAKER_01: And uh yeah.
• 7:34
  SPEAKER_01: Also, don't be afraid of you know having a PAA.
• 7:38
  SPEAKER_04: Um yeah, and you need to you need to be vulnerable.
• 7:40
  SPEAKER_04: You need to, you know, you need to be able to show that.
• 7:42
  SPEAKER_01: That was wonderful, Sapna.
• 7:44
  SPEAKER_01: Now, give me the absolute overview in one sentence.
• 7:47
  SPEAKER_01: What has this journey taught you about building trust-led service brands, especially in categories where the customer decision is emotional as well as financial?
• 7:57
  SPEAKER_04: Um, you know, that's again an interesting question.
• 7:59
  SPEAKER_04: In service brands, there's no physical product.
• 8:02
  SPEAKER_04: So there's nothing you can smell, feel, touch, and see.
• 8:05
  SPEAKER_04: So the experience actually is the product.
• 8:08
  SPEAKER_04: And the brand is built at every touch point.
• 8:11
  SPEAKER_04: Uh so many people would say that a brand is built through communication, but you know, a brand in a service industry is built at the moment of vulnerability.
• 8:20
  SPEAKER_04: It's built, say, in a telecom when you know the network is not working, or in a financial service when you have a moment of uncertainty.
• 8:28
  SPEAKER_04: In health insurance, it's built at the moment of truth, at the point of claim when the customers need us the most.
• 8:34
  SPEAKER_04: And how that entire ecosystem reacts and is there for the customer, that's what really uh builds the brand.
• 8:41
  SPEAKER_04: So, in a in a service industry, the brand is really all-encompassing.
• 8:46
  SPEAKER_04: It's not one thing.
• 8:48
  SPEAKER_04: And a role of a marketeer is to really try to kind of influence every single touch point.
• 8:53
  SPEAKER_01: So, just to continue that extend that thought, what does a health insurance company do?
• 8:59
  SPEAKER_01: And specifically, what does a Manipal Signa health insurance do?
• 9:04
  SPEAKER_01: And how is a standalone health insurance company different from a general insurer that also sells health insurance and health cover?
• 9:13
  SPEAKER_04: Yeah, okay.
• 9:13
  SPEAKER_04: So, Pawan at Manipal Signal, let's start with that.
• 9:16
  SPEAKER_04: Our purpose is to improve the health, well-being, and peace of mind of those we serve.
• 9:21
  SPEAKER_04: So that's like such a deep uh statement.
• 9:24
  SPEAKER_04: And how we do that really is to provide easy and a lifetime access to quality healthcare.
• 9:30
  SPEAKER_04: You know, for people and individuals in case of a financial emergency, we kind of step in and help them kind of override that situation.
• 9:37
  SPEAKER_04: So that's largely what a health insurance um, you know, company does.
• 9:41
  SPEAKER_04: It gives you the financial protection at the time of a medical expense, right?
• 9:46
  SPEAKER_04: So that's the security and the peace of mind that comes with that uh product.
• 9:50
  SPEAKER_04: Uh, how are we different from a general insurance company?
• 9:53
  SPEAKER_04: So we are a standalone health insurance company.
• 9:56
  SPEAKER_04: What that means, our focus is only on health.
• 9:59
  SPEAKER_04: Uh vis-a-vis, the kind of risks that the general insurance companies protect could be different.
• 10:04
  SPEAKER_04: I mean, they take care of motor, they take care of property, they take care of um fire health.
• 10:09
  SPEAKER_00: Yeah, so exactly.
• 10:10
  SPEAKER_04: So they have a lot of other risks that they manage.
• 10:12
  SPEAKER_04: Vis-a-vis a standalone health insurance company only manages health.
• 10:17
  SPEAKER_01: So, so, so next thing you were about to say that let me punctuate that to the question.
• 10:22
  SPEAKER_01: What are the big Manipal Signa health insurance offerings, strengths, or differentiators that you would want consumers to clearly associate with the brand today?
• 10:33
  SPEAKER_01: What does it offer?
• 10:34
  SPEAKER_01: What kind of specific health covers?
• 10:36
  SPEAKER_01: Right.
• 10:36
  SPEAKER_01: And uh, you know, what are the USPs?
• 10:39
  SPEAKER_04: So I would say that because our core you know focus is health, our expertise lies in that area.
• 10:46
  SPEAKER_04: So Manipal Cigna is a JV between you know the uh Manipal group, which is uh you know leading hospital uh group, so they're experts in healthcare delivery.
• 10:55
  SPEAKER_04: Right.
• 10:56
  SPEAKER_04: And Cigna International, who are you know global uh you know insurance specialists and they understand healthcare financing very well.
• 11:03
  SPEAKER_04: Uh so with that philosophy, I mean I think there are three, four areas in which we are very differentiated.
• 11:08
  SPEAKER_04: One of it would be the core product uh you know philosophy.
• 11:12
  SPEAKER_04: So we've always been pioneers in product development.
• 11:15
  SPEAKER_04: Uh we've got award-winning products in you know, over the years, uh Lifetime Health, Sarva, which is a recent new product, all of them have been recognized as really comprehensive, unique, first in the market with special features.
• 11:28
  SPEAKER_04: Uh, I would say the second thing is our claims philosophy.
• 11:32
  SPEAKER_04: You know, because we are again, you know, so focused on health and service and customer experience, we have a very technologically enabled process.
• 11:41
  SPEAKER_04: So claims processing, being, you know, the faster claim settlement, uh, you know, the right seamless service.
• 11:47
  SPEAKER_04: So we have a claims process which is now in-housed.
• 11:50
  SPEAKER_04: So we know we control the entire claims uh servicing in-house.
• 11:54
  SPEAKER_04: And we have been, you know, and the two matrix that we really measure.
• 11:57
  SPEAKER_04: So we have been able to get a 96% claim settlement rate, and our intent is to pay every genuine claim.
• 12:03
  SPEAKER_04: And we also, which is uh, you know, again something that we pride ourselves on, one of the companies with the lowest complaint ratio uh in this in the in the sector.
• 12:13
  SPEAKER_04: So that's the two, three things that kind of differentiate us our products, our claims, and our technology to kind of serve our customers better.
• 12:21
  SPEAKER_01: Wonderful, wonderful.
• 12:22
  SPEAKER_01: Health insurance as a category, Sapna, has grown sharply in India, but it is still not always bought with full understanding.
• 12:30
  SPEAKER_01: So, from your vantage point, uh where is the real growth opportunity now?
• 12:36
  SPEAKER_01: Markets or whatever, demographics or and what are the industry growth and potential growth numbers so far for health insurance in India?
• 12:45
  SPEAKER_04: So, Pawan, the health insurance industry today is a one five 1.5 lakh crore uh industry slated to grow to 3 lakh crores by 2030.
• 12:55
  SPEAKER_04: So there's a tremendous growth potential.
• 12:57
  SPEAKER_04: I mean, the penetration of health insurance is still, you know, very uh much below was there in other uh countries.
• 13:04
  SPEAKER_04: Uh what's also interesting and why this is so is because you know there is of course a lack of awareness, but there's a lack of a perceived need and the prioritization.
• 13:13
  SPEAKER_04: So people trend to push this off like this is not for me right now.
• 13:17
  SPEAKER_04: Uh, you know, I'll take it tomorrow.
• 13:19
  SPEAKER_04: So I think the main thing for us and the whole industry really is to uh kind of m bring awareness and prioritization upfront.
• 13:27
  SPEAKER_01: Uh that's very interesting, Sapna.
• 13:29
  SPEAKER_01: Uh tell me which are the markets that promise great growth potential for health insurance in India.
• 13:37
  SPEAKER_04: Again, Pavan, I think something very interesting that we have observed in the last two or three years.
• 13:42
  SPEAKER_04: Uh, when we launched Sarva, our product, we launched it for Bharat.
• 13:46
  SPEAKER_04: And our focus has always been in the tier three, tier four markets.
• 13:49
  SPEAKER_04: And today, almost 60% of our retail business for that product is coming from that uh from tier three, tier four markets.
• 13:56
  SPEAKER_04: And I've been reading data, there was a recent uh study also published that the growth of health insurance is really going to be beyond the metros.
• 14:04
  SPEAKER_02: Yeah.
• 14:04
  SPEAKER_04: And focusing on tier two, tier three, and tier four markets is where we need to kind of work a little more, spread awareness, and build our penetration.
• 14:13
  SPEAKER_01: Wonderful.
• 14:14
  SPEAKER_01: And you know, uh speaking about the need, the perceived need, the reluctance or the ignorance of you know, everyone who actually needs desperately health insurance, I believe it must always be roti kapata makana or insurance.
• 14:31
  SPEAKER_01: Right?
• 14:32
  SPEAKER_01: Including health insurance.
• 14:34
  SPEAKER_01: So uh tell me before we get into the deeper findings, findings of something that you uh recently concluded and it's a wonderful research.
• 14:43
  SPEAKER_01: Please introduce the India health quotient for our viewers.
• 14:47
  SPEAKER_01: This is something that you all had uh run.
• 14:50
  SPEAKER_01: And uh, what is the study trying to capture?
• 14:52
  SPEAKER_01: I know, but I want you to tell my audiences what it tried to capture and why did Manipal Signa Health Insurance feel the need to look at health, stress, financial well-being, and insurance ownership together.
• 15:06
  SPEAKER_04: So, Pavan, um, you know, as a health insurance company, we are partners in our customers' health.
• 15:12
  SPEAKER_04: Uh, to really kind of understand that better and you know, also maybe bring this whole you know research for the viewers in the industry at large, we want to study how healthy India is.
• 15:23
  SPEAKER_04: And the IHQ is actually in a whole research towards that uh objective.
• 15:28
  SPEAKER_04: Um, so health is no longer one-dimensional.
• 15:31
  SPEAKER_04: You know, we all know right now, that health is also your physical health, it's your mental health, it's your social, societal health, it's about how you work, and it's about your finances.
• 15:41
  SPEAKER_02: Right.
• 15:42
  SPEAKER_04: So, you know, health has many dimensions.
• 15:44
  SPEAKER_04: Uh so the IHQ is a study that we have done to really understand the various dimensions of health across some, and it's been a robust study done by YuGA.
• 15:53
  SPEAKER_04: Um, we've had a sample size of 2600 and in 16 cities.
• 15:58
  SPEAKER_04: So it's a very robust study which talks about the various dimensions of health, how healthy does India feel, uh, and a lot of interesting insights we have got from this research that kind of is could could be used to kind of improve uh and make India a healthier nation.
• 16:13
  SPEAKER_01: Absolutely.
• 16:14
  SPEAKER_01: And I think not just you, your marketing team, your agents, your entire health insurance business, or I would say purpose growth team could use, but everybody else would, and even the regulators and the industry bodies that have been created, right will definitely uh this is our commitment towards our mission.
• 16:33
  SPEAKER_04: Right.
• 16:33
  SPEAKER_04: So this is you know uh uh uh in that direction.
• 16:36
  SPEAKER_04: We are completely committed uh to the health of the nation and we're kind of using insights from here to build that even further.
• 16:42
  SPEAKER_01: Wonderful, wonderful.
• 16:44
  SPEAKER_01: So, Sapna health insurance is a low interest, high avoidance category, unfortunately.
• 16:50
  SPEAKER_01: People don't want to think about needing it.
• 16:53
  SPEAKER_01: How do you build brand recall and affinity for something most customers actively avoid engaging with until they are in crisis?
• 17:04
  SPEAKER_04: But it's changing.
• 17:05
  SPEAKER_04: It's changing as we speak.
• 17:07
  SPEAKER_04: Uh, but people do tend to put off health insurance saying, I don't need it right now, uh, you know, I'm healthy, I don't need it.
• 17:14
  SPEAKER_04: I do, in my, you know, my I've kind of been in this industry for a while.
• 17:17
  SPEAKER_04: I definitely see this changing, and I see people getting in actively interested uh in understanding health insurance more.
• 17:24
  SPEAKER_04: Um and but to answer your question, Pavan, I think that we've been able to do by actually showing, you know, real stories.
• 17:31
  SPEAKER_04: So the moment you hear, you know, real stories of how health insurance has been the savior in a difficult time, uh, you buy into the concept.
• 17:39
  SPEAKER_04: And uh, I think it's about you know, also we've been able to use uh local, you know, influences or people you trust telling that story.
• 17:48
  SPEAKER_04: So it's about storytelling and being told by people that you trust.
• 17:51
  SPEAKER_01: Right, correct, absolutely.
• 17:53
  SPEAKER_01: And you see, you're not just uh creating awareness for let's say uh physical health or uh you know any other aspect which people generally uh you know associate with the direct cause and effect health.
• 18:09
  SPEAKER_01: There's a disease, there's a problem which is manifested uh physically and you know in the body anatomically or whatever.
• 18:17
  SPEAKER_01: There is also another important thing that you have gone to look at, which is stress.
• 18:22
  SPEAKER_01: And it's a serious indicator of possible health issues.
• 18:27
  SPEAKER_01: Now, India Health Quotient, your study, it found that even though 82% of urban Indians report experiencing stress, only 1% describe their health as poor.
• 18:39
  SPEAKER_01: So that's a big gap between how people feel and how they uh self-rate their health.
• 18:45
  SPEAKER_01: What does this gap mean?
• 18:48
  SPEAKER_04: So Prabhan, you're right.
• 18:49
  SPEAKER_04: I think this was one of the very interesting findings of our study.
• 18:52
  SPEAKER_04: Uh, we've labeled this insight as a stress paradox.
• 18:56
  SPEAKER_04: Uh so people, um, you know, they say they're stressed, but at the same time, they say they're healthy.
• 19:01
  SPEAKER_04: So I think people are learning, I mean, are actually normalizing stress.
• 19:05
  SPEAKER_04: Uh, but stress has a lot of effect on their physical, uh, mental well-being, and that's something we need to start recognizing.
• 19:12
  SPEAKER_02: Right.
• 19:12
  SPEAKER_04: Um, also among the 82% who kind of said they're stressed, almost 14% are saying that the stress is unmanageable.
• 19:20
  SPEAKER_04: So, you know, while India might look healthy on the outside, but it's really struggling uh at the inside.
• 19:27
  SPEAKER_04: And uh I think you know, companies in this whole healthcare space and even you know all the industries around that need to recognize that to be able to do something around this.
• 19:36
  SPEAKER_01: And to guide the you know, potential the citizens, the people.
• 19:41
  SPEAKER_04: And and just recognition and awareness is good.
• 19:43
  SPEAKER_01: And if you if you experience stress or if you feel stress, you know, uh be conscious about it.
• 19:50
  SPEAKER_01: Right.
• 19:50
  SPEAKER_01: And remember it could possibly be a big indicator of some underlying health issue.
• 19:57
  SPEAKER_01: Right.
• 19:57
  SPEAKER_01: Heaven forbid.
• 19:58
  SPEAKER_04: I mean we need to be able to learn how to manage the stress.
• 20:00
  SPEAKER_04: I mean, stress is maybe unavoidable with our uh lifestyles, but there are various methods of you know managing stress, and I think awareness is important.
• 20:08
  SPEAKER_01: Right.
• 20:09
  SPEAKER_01: You know, Sapna, the 25 to 34 age group in IHQ scored the lowest overall at 63%, and 20% of them call their stress unmanageable versus just 8% of those above 50 years of age.
• 20:26
  SPEAKER_01: Yeah.
• 20:26
  SPEAKER_01: You know, that's a very important finding.
• 20:29
  SPEAKER_01: So young, urban, presumably better off Indians are the most stressed cohort.
• 20:36
  SPEAKER_01: How does that change your communication strategy towards your customers?
• 20:40
  SPEAKER_04: Uh so Pawan, that's um uh you know good observation.
• 20:43
  SPEAKER_04: Uh so you're right, the Manipur Signa India Health question kind of revealed that the youngest segment is actually coming out to be the most stressed.
• 20:51
  SPEAKER_04: Um and it's very contra because you know they are at a 63 and the 50 plus are at a 65, the middle segment is at a 66.
• 21:00
  SPEAKER_04: Uh so I think this is one thing that we all need to recognize.
• 21:04
  SPEAKER_04: Um, so it's clear with you know the kind of different uh priorities that the younger segment is dealing with.
• 21:09
  SPEAKER_04: Uh they're dealing with you know their own aspirations, uh career challenges, financial stress.
• 21:15
  SPEAKER_04: There's a lot happening.
• 21:17
  SPEAKER_04: Societal uh stress was also something that was uh uh coming up.
• 21:21
  SPEAKER_04: So across all the parameters, this segment is really, really struggling.
• 21:26
  SPEAKER_04: And um we need to be uh kind of cognizant of that, uh develop products, solutions uh that kind of help uh this segment uh to kind of grow.
• 21:37
  SPEAKER_04: Also, there is this concept of resilience.
• 21:40
  SPEAKER_04: Uh, you know, I think at a 50 plus age, we saw managing your stress and you know being able to take care of it um a little stronger than what we observed at the 25 to 34 segment.
• 21:54
  SPEAKER_01: So you have this very important input.
• 21:58
  SPEAKER_01: So how do you Sort of include this in your marketing and communication initiative stroke strategies.
• 22:06
  SPEAKER_01: You know?
• 22:07
  SPEAKER_01: I mean, how do you do this?
• 22:08
  SPEAKER_01: What do you do?
• 22:10
  SPEAKER_01: You said that we need to create products, etc.
• 22:13
  SPEAKER_01: But uh I'm sure you must be using it very strongly in the awareness drives for everyone.
• 22:18
  SPEAKER_04: Yes.
• 22:18
  SPEAKER_04: So I think a lot of our messaging is going around the awareness and the importance of health insurance.
• 22:23
  SPEAKER_04: Because the moment you know you have a health insurance as another another you know parameter of the study, the you feel more secure and safe.
• 22:31
  SPEAKER_04: So that part of your financial stress is kind of taken care of.
• 22:34
  SPEAKER_01: And the stress element.
• 22:35
  SPEAKER_04: The anxiety, you know, because you know what if what what if this situation happens for your parents?
• 22:41
  SPEAKER_04: Uh so you need to be protected to take care of those risks.
• 22:44
  SPEAKER_04: So I think that's an important segment, kind of making this segment also aware that of about the benefits of insurance, benefits of financial uh preparedness across the segment.
• 22:56
  SPEAKER_04: And that's something that uh uh we are focusing on with more education and of course tailoring more solutions to for the segment.
• 23:04
  SPEAKER_01: Lovely, wonderful.
• 23:06
  SPEAKER_01: And this kind of input must also be given to your uh agents who communicate with uh you know current and potential buyers in a very sensitive and never hyping kind of a way.
• 23:18
  SPEAKER_01: Right.
• 23:19
  SPEAKER_01: Yeah, yeah.
• 23:20
  SPEAKER_01: So staying with it a bit longer, Sapna, the Indian Health Quotient finds a clear link between you own health insurance and you score higher on overall well-being.
• 23:32
  SPEAKER_02: Right.
• 23:33
  SPEAKER_01: So, what does that tell us about the role health insurance plays?
• 23:37
  SPEAKER_04: Right.
• 23:38
  SPEAKER_04: So, uh, Sapawan, among all the dimensions of the IHQ, of the Manipa Signa IHQ, uh the financial segment, which you know scored the lowest at a 62.
• 23:49
  SPEAKER_04: However, we observed our interesting finding that people who own health insurance uh you know rated themselves much higher on the overall well-being at a 68, vis-a-vis those who did not have health insurance who rated them as 62.
• 24:02
  SPEAKER_04: Okay.
• 24:02
  SPEAKER_04: So the six-point gap was the widest that we have seen in any of the demographics, be it age or be it, you know, city, or a geography, I mean, or a uh demographic, any other demographic, this has been the gender, this has been the widest gap.
• 24:16
  SPEAKER_04: So it clearly shows the impact that a health insurance has on an overall uh well-being.
• 24:24
  SPEAKER_04: And one more part of that is that people, and and I mean I kind of went through all the numbers, uh, people who have health insurance have actually scored higher on every dimension.
• 24:34
  SPEAKER_04: Uh so be it a physical, mental, and of course financial.
• 24:38
  SPEAKER_01: Excellent.
• 24:39
  SPEAKER_01: So, what is your advice to people?
• 24:41
  SPEAKER_01: I tell every young professional buy health insurance as soon as you can for yourself, for your family.
• 24:50
  SPEAKER_01: I mean, how important is that?
• 24:52
  SPEAKER_04: I can't stress it enough.
• 24:54
  SPEAKER_04: I really can't stress it enough.
• 24:56
  SPEAKER_04: I think it's a complete necessity.
• 24:58
  SPEAKER_04: You know, it's I I think or insurance.
• 25:02
  SPEAKER_04: Or insurance.
• 25:03
  SPEAKER_04: Or health insurance.
• 25:04
  SPEAKER_04: Yeah, because in today's environment, you really don't want to go, you know, uh for any eventuality.
• 25:09
  SPEAKER_04: The cost of healthcare is so high.
• 25:11
  SPEAKER_04: You know, why?
• 25:12
  SPEAKER_04: When there is a financial protection product available, uh, you know, you might not need it today, and good if you don't need it.
• 25:18
  SPEAKER_04: But it's also for the eventuality of that what if.
• 25:21
  SPEAKER_04: So you must definitely own it.
• 25:23
  SPEAKER_01: Absolutely.
• 25:24
  SPEAKER_01: And youngsters, uh get your parents also and the elders in your family insured when you yourself are young and can buy insurance.
• 25:33
  SPEAKER_01: Because as you grow older and say, now I have the money, they also grow older and they reach, you know, really very difficult age limits or age levels, and the premiums are high and sometimes not even available as far as health insurance services are concerned.
• 25:48
  SPEAKER_01: So covers are concerned.
• 25:49
  SPEAKER_01: Sapna, I'm really enjoying this conversation, lots of insights, and I'm so glad that I did take some decisions on insurance long, long back.
• 25:59
  SPEAKER_04: I'm glad you did.
• 26:01
  SPEAKER_01: And but your survey, the Manipal Signa India Health Quotient, uh, it highlights one very important aspect, the health debt trap.
• 26:12
  SPEAKER_01: What does it mean and how is it playing out in the lives of urban Indians and their finances?
• 26:19
  SPEAKER_04: So, so Pawan, I would say, you know, that having health insurance is very essential for you not to fall into the health debt trap.
• 26:25
  SPEAKER_02: Okay.
• 26:25
  SPEAKER_04: Uh, you know, you need to be financially protected so that you're not getting into this whole cycle of you know paying for your health, which affects your finances, and chasing the finances affects your health.
• 26:36
  SPEAKER_01: Wonderful, if you're not insured.
• 26:37
  SPEAKER_04: Yeah.
• 26:38
  SPEAKER_01: Wonderful.
• 26:39
  SPEAKER_04: So I think uh Pawan, the interesting finding from the research is that the pursuit of money is actually causing people its health.
• 26:46
  SPEAKER_04: Uh so 40% of the people told us that you know cause working towards money is impacting their health, and the moment you the in health gets getting impacted, you again have to spend money too, which impacts the finances.
• 26:58
  SPEAKER_04: But it's a complete loop.
• 27:02
  SPEAKER_04: You know, can our finance uh if you chase money, you spend you lose.
• 27:09
  SPEAKER_04: But that's the thing.
• 27:10
  SPEAKER_04: So that's why you can't do that.
• 27:11
  SPEAKER_01: But if you're insured while you chase, yeah.
• 27:13
  SPEAKER_04: So the moment you're insured, you know that that part of your stress is taken care of.
• 27:18
  SPEAKER_02: Correct.
• 27:18
  SPEAKER_04: And in case, you know, in your chasing money, and yeah, there's a lifestyle issues, you you know, in there is some elements involved in your whole career, and you have to make sure that your health is always priority.
• 27:29
  SPEAKER_04: And your health is in the world.
• 27:30
  SPEAKER_01: Get insured.
• 27:31
  SPEAKER_01: Get insured uh and chase money, you will not need uh to pay uncovered, uninsured bills.
• 27:39
  SPEAKER_04: And I think in this pursuit of wealth, you need to at the base realize that health is also very important.
• 27:45
  SPEAKER_04: So I think the whole concept of balance uh is very important uh for all our viewers to kind of know that um you know if you compromise health, and as they say, health is the greatest wealth.
• 27:56
  SPEAKER_04: So you know, so there's no point in chasing wealth if it affects your health.
• 28:00
  SPEAKER_01: So Sapna, let me come to your marketing mission, vision, and broad objectives at Manipal Signa Health Insurance.
• 28:09
  SPEAKER_01: What is the larger marketing task you have set for the brand?
• 28:13
  SPEAKER_04: Uh so Pawan, as we said, we are a standalone health insurance company.
• 28:18
  SPEAKER_04: Our goal this year is to really expand into more and more markets, bring our services across Bharat.
• 28:23
  SPEAKER_04: And I think that's our first objective is to enable business.
• 28:27
  SPEAKER_04: And that's mine and my team's uh objective to help us uh take the you know category benefits, the brand benefits across all the different segments of consumers.
• 28:38
  SPEAKER_04: Um, the second uh you know role important for us this year is that we are introducing a lot of new products and services and you know being able to not only you know just communicate those services, but to develop and deliver those services.
• 28:52
  SPEAKER_04: So that's the second thing that we are really taking care of.
• 28:55
  SPEAKER_04: And I would say a very important part that we have to focus on is really building that connection and that trust uh with our customers.
• 29:04
  SPEAKER_04: How do you really make the brand and the business uh relevant and sustainable?
• 29:09
  SPEAKER_01: So Yeah, and when we were speaking, chatting before we started the shoot, you know, and you that was when you mentioned something very, very interesting to me.
• 29:19
  SPEAKER_01: You said that in a market where health insurance is still largely sold rather than sought, you know, uh you have to look at what it takes to shift consumer behavior from reactive purchase to proactive protection, which will keep you out of the hell debt trap.
• 29:38
  SPEAKER_01: And that was fantastic.
• 29:39
  SPEAKER_01: So wonderful, wonderful.
• 29:42
  SPEAKER_01: So, from a marketing standpoint, Sapna, how do you convert insights like these, these wonderful insights, into actual campaigns, content, media choices, customer conversations?
• 29:53
  SPEAKER_01: What changes when the marketing brief is not just sell a policy, but make people recognize risk before the crisis arrives?
• 30:04
  SPEAKER_04: Right.
• 30:04
  SPEAKER_04: So, I mean, I would say, you know, from my experience of being an advertising pharma and being across the years, uh, you know, the moment you really use an insight, you connect uh very fast with the customer.
• 30:17
  SPEAKER_02: Right.
• 30:18
  SPEAKER_04: Uh so if I were to say some of our campaigns that we have done in the past, uh, you know, we did a campaign with Manoj Bajpai in which we talked about the true value of health, which is health kiemat.
• 30:29
  SPEAKER_04: That actually came from you know our personal insight that you know that the moment you start thinking of health insurance is when things go wrong.
• 30:36
  SPEAKER_04: You know, and that's the probably not the best time for you to think of.
• 30:40
  SPEAKER_04: You should think you should value health when you're really healthy.
• 30:43
  SPEAKER_04: And uh so that was one example.
• 30:45
  SPEAKER_02: Right.
• 30:46
  SPEAKER_04: Uh similarly, we plan to use, you know, a lot of and and it's a continuous conversation um across customers, distributors, you know, speaking to you and speaking to people around about how they feel about health and bring that into not only the communication, but also into the services that we bring uh for our customers and at the moment of truth.
• 31:06
  SPEAKER_01: Excellent.
• 31:07
  SPEAKER_01: And uh I know that you do uh a lot of very interesting and uh tactical but impactful influencer marketing.
• 31:16
  SPEAKER_01: So any influencer campaign that comes to mind?
• 31:20
  SPEAKER_04: Uh so what we have done, Pavan, in the last uh one year, uh, because we are expanding to a lot of new geographies and to connect like at a really like at a connection emotional level, we've been using the local voices uh at every level.
• 31:35
  SPEAKER_04: So, for example, recently we have done uh a campaign with Bhaijung Bhutya as we were moving to the northeast markets, and that's really been uh you know impactful communication for us.
• 31:45
  SPEAKER_04: Similarly, for the southern markets, we have worked with various uh regional sellers like Makapan.
• 31:51
  SPEAKER_04: And recently we did something with Lakshmi Nakshatra, Aju Vargas.
• 31:54
  SPEAKER_04: I mean, these are names that you won't know at a national level, but when you go into the Kerala market, superstars out.
• 32:00
  SPEAKER_04: Yeah, you know, Tamil Naru, yeah, they are big.
• 32:02
  SPEAKER_04: And there are voices that people follow, and it's very authentic.
• 32:07
  SPEAKER_04: So the idea is really to get a lot of authentic and real content.
• 32:11
  SPEAKER_01: Correct.
• 32:11
  SPEAKER_01: And it's this emotional and authentic connection that also triggers intent.
• 32:16
  SPEAKER_04: That's right.
• 32:17
  SPEAKER_01: Yeah, this is really very interesting, Sapna.
• 32:19
  SPEAKER_01: Yeah.
• 32:19
  SPEAKER_01: Wonderful job.
• 32:20
  SPEAKER_04: It's this very raw, very natural, very in the context.
• 32:24
  SPEAKER_01: Yes.
• 32:24
  SPEAKER_01: Yes, indeed.
• 32:32
  SPEAKER_01: So, Sapna, we just spoke about some very, very nice, interesting marketing initiatives campaigns that you've done.
• 32:39
  SPEAKER_01: Uh, another important thing, obviously, for any marketer, any business today is reputation.
• 32:45
  SPEAKER_01: And health insurance is perhaps the most reputation-sensitive category.
• 32:49
  SPEAKER_01: At the end of the day, the brand is judged by advertising, yes.
• 32:52
  SPEAKER_01: But the biggest public yardsticks are what?
• 32:55
  SPEAKER_01: Claims, approvals, hospital experiences, exclusions, customer service, and renewal conversations.
• 33:01
  SPEAKER_01: So marketing must work very closely with product, claims, service, and customer experience.
• 33:06
  SPEAKER_01: So real customer inputs in real time.
• 33:10
  SPEAKER_01: And how do you use that kind of information at Manipal Signa Health Insurance?
• 33:15
  SPEAKER_04: Yeah, very, very deep question, uh, Pawan.
• 33:18
  SPEAKER_04: And I think as we are moving in today's time and very, very, it's almost top priority for us.
• 33:23
  SPEAKER_04: Uh so we have an online reputation management team.
• 33:26
  SPEAKER_04: Uh, we on a real-time basis see, I mean, all the comments that are coming on social media, uh, we respond to them.
• 33:33
  SPEAKER_04: Uh, we have targets on responding on FLRs, uh, first-time response and you know, managing that whole uh conversations.
• 33:41
  SPEAKER_04: Uh so yes, we are continuously listening.
• 33:43
  SPEAKER_04: Right?
• 33:44
  SPEAKER_04: So every day at the end of the day, I have a report that tells me how many mentions a brand got, uh, what was said about the brand, what's working, what's not.
• 33:53
  SPEAKER_04: So, so I think that's one method of listening.
• 33:56
  SPEAKER_04: Uh, the other method of listening, of course, is from our current customers through scores like NPS, uh, the net promoter scores, at the end of every transaction.
• 34:04
  SPEAKER_04: Uh, we get that input.
• 34:06
  SPEAKER_04: And uh we get inputs also from our distribution and partners, um, you know, across uh the various uh cities that we are in.
• 34:15
  SPEAKER_04: Uh so yes, we are continuously listening.
• 34:17
  SPEAKER_04: And as you rightly said, Pawan, that we are kind of working with all our different uh functions, uh be it renewal, or be it claims, or be it the onboarding, you know, to take this feedback back and continuously keep improvising our services.
• 34:31
  SPEAKER_04: So that's an important role that marketing does play almost like a glue that kind of binds an entire organization to deliver the promise that we have made to our customers.
• 34:43
  SPEAKER_01: Very good, very good, very good.
• 34:45
  SPEAKER_01: So these are the things that you're doing at your level uh as a respected national health insurance provider in India, Manipal Chigna.
• 34:58
  SPEAKER_01: There is also the GIC campaign, which said Achaakia Insurance Lia, and that has been trying to build a larger insurance positive behavior in India.
• 35:08
  SPEAKER_01: How do category-level campaigns like this help individual brands also?
• 35:14
  SPEAKER_04: So Pawan, I was uh I was privileged enough to be a part of that entire uh committee that delivered uh that's working on this campaign.
• 35:20
  SPEAKER_04: It's a it's an ongoing campaign.
• 35:23
  SPEAKER_04: Uh, and I think that's this very challenge that we are trying to address is the challenge of trust.
• 35:29
  SPEAKER_04: You know, unfortunately, while there are so much claims that are being paid and all companies are really committed, there is that feeling of, you know, distrust uh when it comes sometimes to health insurance or insurance in general.
• 35:40
  SPEAKER_04: Uh so what we were trying to really do is a increase awareness, increase the perceived need.
• 35:47
  SPEAKER_04: Uh so while people are aware, uh, you know, how uh the perceived need that we spoke about earlier also and prioritization.
• 35:54
  SPEAKER_04: Right.
• 35:54
  SPEAKER_04: Uh that's the three, three, four thing they were trying to focus on.
• 35:57
  SPEAKER_04: And how we really did that was trying to make this all a very positive reinforcement.
• 36:02
  SPEAKER_04: Instead of using fear, you know, kind of celebrating the people who have taken health insurance, that's saying that health insurance liya talking about your story and saying, insurance.
• 36:12
  SPEAKER_04: So there are many of those customers that have taken insurance and have got the benefits of insurance, but they're not the voices that we normally hear.
• 36:19
  SPEAKER_04: So this campaign really wanted to bring those voices upfront to motivate others to take uh wonderful, wonderful, wonderful.
• 36:29
  SPEAKER_01: And uh so the IHQ and this sort of dovetail beautifully in terms of the so glad I took insurance.
• 36:39
  SPEAKER_01: Right.
• 36:39
  SPEAKER_01: Thank God I took insurance.
• 36:40
  SPEAKER_04: Yeah, that's right.
• 36:41
  SPEAKER_04: And that's a need of the hour.
• 36:50
  SPEAKER_01: Okay, a very important question of the hour when you look at marketers like yourself and their teams, you know, doing performance or whatever else other kind of marketing.
• 37:01
  SPEAKER_01: Let me ask you about the marketing mix for Manipal, Signa Health Insurances marketing campaigns.
• 37:06
  SPEAKER_01: Obviously, they will differ with initiatives and objectives, but tell me, how would you rank CTV, stroke linear television, digital, radio, and OOH, what mediums you use?
• 37:20
  SPEAKER_04: I think Pavan, you actually uh you said that, right?
• 37:23
  SPEAKER_04: That there's different time, different objectives have different mixes.
• 37:26
  SPEAKER_04: Uh so completely, I think that's the way to go.
• 37:29
  SPEAKER_04: So, you know, among all the mediums that you mentioned, at every different phases of the brand or the business purpose, we have kind of indexed it differently.
• 37:37
  SPEAKER_02: Right.
• 37:38
  SPEAKER_04: Uh so for if you are doing a brand launch, you probably we kind of use radio upfront because you want to move to tier three, tier four towns, and that really helped local radio channels.
• 37:47
  SPEAKER_04: And uh and that was like a year back.
• 37:50
  SPEAKER_04: Right now, I think we are more indexed towards digital, giving us the vast reach and helps us with the of course performance is uh is digital.
• 37:58
  SPEAKER_04: And also we are kind of using out-of-home uh pretty strongly, especially in the tier three, tier four markets.
• 38:06
  SPEAKER_04: Influencers is another uh you know category that we are working strongly with to build the trust and the reach.
• 38:12
  SPEAKER_01: So And what about CTV?
• 38:14
  SPEAKER_04: CTV is something we kind of again at the at the right time, probably when you're doing a product launch is when we kind of uh look at those kind of things.
• 38:21
  SPEAKER_01: Yeah, it allows you, you know, targeting and it's also it gives you the kind of premium audiences that you need.
• 38:29
  SPEAKER_04: Right, right.
• 38:29
  SPEAKER_04: So since we are doing a lot of work right now in the tier three, tier four towns, uh, you know, we have a different mix, but when we have a new product, uh it is a different mix.
• 38:39
  SPEAKER_01: Okay.
• 38:39
  SPEAKER_01: Tell me, how much are you deploying programmatic and agentic AI for strategic and creative work?
• 38:46
  SPEAKER_04: So, yeah, this is the question I hear all the time uh these days.
• 38:49
  SPEAKER_00: Uh so give me the kind of answer I've never heard before.
• 38:53
  SPEAKER_04: Uh but I would say human intelligence is still very important.
• 38:58
  SPEAKER_02: Right.
• 38:58
  SPEAKER_04: Uh agentic uh flows will are getting are already that's happening, getting us much more effective.
• 39:04
  SPEAKER_04: And we are able to optimize uh much faster, much sharper, very efficient, and uh it does make uh you know my life easier.
• 39:14
  SPEAKER_01: Programmatic works for you.
• 39:16
  SPEAKER_04: Yes, yeah.
• 39:16
  SPEAKER_04: So it does it does help us.
• 39:17
  SPEAKER_01: And there are a lot of programmatic partners, or some of them at least that I know of, who also give you wonderful creatives.
• 39:24
  SPEAKER_04: Yes.
• 39:25
  SPEAKER_01: And not just A or B, but maybe A to Z kind of chapters.
• 39:28
  SPEAKER_04: And the scale, uh and the scale at which we are able to do this and the reach that we are able to garner on uh is uh it gives us a very good ROI.
• 39:36
  SPEAKER_00: Wonderful, wonderful.
• 39:43
  SPEAKER_01: As you know, I'm with the wonderful feelist Sapna Desai, young CMO veteran at Manipal Signa Health Insurance.
• 39:52
  SPEAKER_01: Uh and it's been a wonderful chat, Sapna, so far.
• 39:54
  SPEAKER_01: Thank you very much.
• 39:55
  SPEAKER_01: Um, I think we should create a few short but important takeaways for our audiences, you know.
• 40:02
  SPEAKER_01: So, yeah.
• 40:09
  SPEAKER_01: I'm on MediaCast with me, Sapna Desai, CMO of Manipal Signa Health Insurance India.
• 40:14
  SPEAKER_01: Sapna, for someone watching this and still postponing health insurance, what is the one thing you would tell them?
• 40:21
  SPEAKER_04: You should buy health insurance today if you don't have it.
• 40:24
  SPEAKER_04: Uh, I hope you never need it, but I can guarantee you that during your health tenure you're going to need it.
• 40:30
  SPEAKER_04: So do not postpone this decision.
• 40:32
  SPEAKER_01: Wonderful, wonderful.
• 40:33
  SPEAKER_01: I always say, khari, return.
• 40:39
  SPEAKER_01: And hope that you never have to use it.
• 40:42
  SPEAKER_01: Yeah, yeah.
• 40:42
  SPEAKER_01: Let it go.
• 40:43
  SPEAKER_02: Yeah, I agree.
• 40:51
  SPEAKER_01: Sapna, why Manipal Signa Health Insurance for everyone in India?
• 40:55
  SPEAKER_04: Um, because Manipal Signa is the partner that Bharat needs in illness and in wellness.
• 41:00
  SPEAKER_01: Wonderful.
• 41:01
  SPEAKER_01: And insurance is extremely important.
• 41:03
  SPEAKER_04: I agree.
• 41:10
  SPEAKER_01: Sapna this ICM or Manipal Signa Health Insurance.
• 41:14
  SPEAKER_01: Why does India need the services of your company in health insurance?
• 41:18
  SPEAKER_04: Because Manipal Signa is a right partner for you in illness and wellness.
• 41:23
  SPEAKER_04: Uh experts in health insurance, expert ki sono sai chano.
• 41:28
  SPEAKER_01: Wonderful.
• 41:29
  SPEAKER_01: Wonderful.
• 41:35
  SPEAKER_01: With me on MediaCast is Sapna the Sai CMO of Manipal Signa Health Insurance.
• 41:40
  SPEAKER_01: Sabna, tell us about one health insurance myth customers still strongly believe in.
• 41:47
  SPEAKER_04: Uh, I still hear that I'm healthy and I don't need health insurance.
• 41:51
  SPEAKER_04: So that is one of the biggest myths.
• 41:53
  SPEAKER_04: I hope you stay healthy, but you still need health insurance.
• 41:56
  SPEAKER_01: And it's best to be prepared for a time when you might unfortunately not be well.
• 42:01
  SPEAKER_04: Right.
• 42:08
  SPEAKER_01: One thing that always bothers everyone, okay?
• 42:11
  SPEAKER_01: In a category full of documents, conditions, and fine print, what does good marketing need to simplify first in health insurance?
• 42:21
  SPEAKER_04: I think we need to make consumers understand what they are buying.
• 42:24
  SPEAKER_04: You know, so how what is the coverage uh that you're buying?
• 42:28
  SPEAKER_04: What are the exclusions?
• 42:30
  SPEAKER_04: Uh being completely transparent so that at the point of claim there is no dissonance.
• 42:35
  SPEAKER_01: Wonderful.
• 42:43
  SPEAKER_01: Sabna, if you had to give one practical checklist to a first-time health insurance buyer, what would you ask them to look at before buying?
• 42:51
  SPEAKER_04: So I will ask them to do their research.
• 42:53
  SPEAKER_04: Um, you know, don't look only look at the price.
• 42:56
  SPEAKER_04: Also see what you're getting for that price.
• 42:58
  SPEAKER_04: So look at a holistic offering.
• 43:00
  SPEAKER_04: You know, what does your coverage contail?
• 43:02
  SPEAKER_04: What are the exclusions?
• 43:04
  SPEAKER_04: Uh, what is the uh, you know, say any sublimation or there is co-payment.
• 43:09
  SPEAKER_04: So get into the details, understand your policy.
• 43:11
  SPEAKER_04: It's really not that difficult.
• 43:13
  SPEAKER_04: We have a lot of AI also right now to help you understand it.
• 43:16
  SPEAKER_04: Get the details, take a full coverage, don't only look at the price.
• 43:26
  SPEAKER_01: Thank you, Sapna.
• 43:27
  SPEAKER_01: Thank you very much indeed.
• 43:28
  SPEAKER_01: It's been a wonderful conversation with several insights for everyone, you know, myself included, of course.
• 43:34
  SPEAKER_01: What did you think of your chat with me on this episode of MediaCast from Media Beats?
• 43:39
  SPEAKER_04: Pippawan, first of all, thanks a lot for inviting me.
• 43:41
  SPEAKER_04: It's a privilege uh to be here.
• 43:44
  SPEAKER_04: Uh, very, very interesting conversation.
• 43:46
  SPEAKER_04: You know, made me also think a lot.
• 43:48
  SPEAKER_04: Um happy, glad to be here, and thanks for the good work that you and the MediaCast team is doing.
• 43:54
  SPEAKER_01: Oh, how sweet.
• 43:55
  SPEAKER_01: Thank you very much indeed.
• 43:57
  SPEAKER_01: And uh overall, you mentioned MediaCast, overall, what MediaBrief.com brings out for industry professionals, any thoughts, views on that?
• 44:06
  SPEAKER_04: It's it's quite interesting.
• 44:07
  SPEAKER_01: Okay.
• 44:08
  SPEAKER_04: Uh, you know, being able to get for any marketeer or anybody who's kind of in this field, understanding different categories and understanding the challenges that you know individuals really face.
• 44:17
  SPEAKER_04: Theoretical knowledge is one thing, a practical knowledge from a practitioner is another thing.
• 44:22
  SPEAKER_04: So it's really great that you're able to bring those conversations to everyone.
• 44:26
  SPEAKER_01: That's what you are providing here for us.
• 44:29
  SPEAKER_01: Thank you, Sapna.
• 44:30
  SPEAKER_01: And this one thing that we do, uh, we've been doing now, and we've done it in several cities.
• 44:35
  SPEAKER_01: It's breakfast brief.
• 44:37
  SPEAKER_01: It's a round table.
• 44:39
  SPEAKER_01: And uh I will definitely look forward to hosting you amongst other distinguished marketers at a future edition soon.
• 44:46
  SPEAKER_01: And uh so thank you, thank you ever so much.
• 44:49
  SPEAKER_04: Thanks a lot, Baman.
• 44:50
  SPEAKER_04: Thanks a lot, and thanks to the entire team.
• 44:52
  SPEAKER_01: Yes, and thanks also to again Sakshijayan, Sakina Gandhi, Kishore, and the rest of your team.
• 44:58
  SPEAKER_01: Okay, just when you're all of them, yes, you know, they've been fantastic.
• 45:03
  SPEAKER_01: So your your team along with your at Factors PR team.
• 45:06
  SPEAKER_01: Yeah.
• 45:06
  SPEAKER_01: You're in wonderful uh comms hands.
• 45:09
  SPEAKER_03: Thank you so much.
• 45:10
  SPEAKER_03: Thank you, Paman.
• 45:17
  SPEAKER_01: So that was Sapnadesai, CMO Manipal Signa Health Insurance on this episode of the MediaCast Podcast from MediaBrief.com.
• 45:24
  SPEAKER_01: Health insurance in India is not just a demand generation challenge, it's a behavior change, trust building, and reputation management challenge.
• 45:34
  SPEAKER_01: It is about helping consumers move from avoidance to understanding, from reactive purchase to proactive protection, and from policy ownership to real confidence.
• 45:48
  SPEAKER_01: Till we meet again in the next episode of MediaCast.
• 45:51
  SPEAKER_01: This is the host and friend Pavanar Shawla saying, take care, stay safe, stay informed, stay insured.
• 45:58
  SPEAKER_01: Remember my very, very young friends just starting out in careers.
• 46:02
  SPEAKER_01: It has to be Rotika Pramakan, or definitely insurance and health insurance.
• 46:08
  SPEAKER_01: Bye bye.