Health insurer Allianz Worldwide Care has shared best practice on using social media to build a strong content story and raise brand awareness.
Speaking to Life Insurance International, Michelle Brogan, senior digital manager at Allianz Worldwide Care, says the real benefit of digital media is you can reach the same size audience through digital channels as on TV, radio or print, but for a margin of the cost.
Brogan says: “YouTube and Facebook both have very good targeting options which allows you to pick a specific audience segment that sits within your customer profile and target them with your advertising. By monitoring the results you can see which segments are getting the most traction and optimise accordingly.”
Brogan’s comments come after Allianz Worldwide Care recently launched a global YouTube advertising 'things you can't leave behind' expat campaign’ featuring the relationship between a little boy and his dog.
The video illustrates the challenges of moving to a new country, as seen through the relationship between a little boy and his golden retriever. The campaign will run globally on Facebook, YouTube and other online communities.
Story to tell
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In Brogan’s view with the advancement in health related apps, the health insurance industry has a very interesting story to tell and as customers become more connected to their personal health monitoring
She says: “Social media is important for all business in connecting with consumers. Your brand doesn’t really exist online unless you are across multiple social channels. Social media allows your brand to come to live and to tell its story.
Social media is one of the channels which form part of the digital customer journey where the brand story is told. To be successful you need an integrated digital campaign which is supported by all the digital channels like SEM, SEO, paid media, email and social media.”
Timetric IIC survey findings
Brogan’s insights on social media comes after a recent survey by Timetric's Insurance Intelligence Center (IIC) found the majority of respondents (46%) said social media is able to moderately improve the relationship between customers and insurers.
The survey found a further 39% believe social media can significantly improve the relationship between customers and insurers. Only 2% thought social media’s influence over consumer-based relationships was ‘none’.
Despite the benefits of social media, the survey also noted the importance for insurers to build trust with consumers. One participant insightfully said “No amount of social media campaigns can help if customers do not trust the brand after a technology fall out.”
Tech reducing claims
The Timetric IIC survey also asked industry experts how much they expect technology to reduce incurred claims over the next 5 years?
New technologies are expected to reduce incurred claims by 6-10% over the next five years, according the majority of respondents (30%).
While 30% of respondents are optimistic about technology expected impact on incurred claims, almost as many (27%) respondents showed less optimism and estimated the reduction between 0 and 5%.
A total of 18% of experts from Europe believe technological advances will reduce incurred claims by more than
16 % over the next five years, compared to 14% of global respondents and 11% of APAC respondents.