Empowering insurance advisors through business conversations
The right and relatable conversations
The customer: Asian Healthcare Group
As a prominent Asian Healthcare Group in the private sector, our customer wanted to help enable and empower their insurance advisors with the right tools and communication pathways that could drive awareness, interest and traffic to their hospitals.
By using a four-step approach, we had to find a way to communicate the balance between cost and high quality care.
Customer Segment Discover:
We conducted in-depth individual discovery sessions with more than 20 individuals to find out their triggers, motivations and pain points towards choosing private healthcare institutions versus public healthcare hospitals. In addition, we also spoke with insurance advisors to identify their challenges during their sales conversations.
Customer Value Proposition Workshop:
We had the privilege to spend quality time with the C-Suite management over two days through an intensive value proposition workshop. This helped to draw out internal feedback, challenges and ultimately, created alignment amongst the higher management.
Using what we have gathered from the first two steps, Over The Line created a marketing strategy that involved inbound, outbound and advisor communications.
Advisor Enablement Toolkit:
As a final step, we created an interactive Advisor Enablement Toolkit to help our customer’s advisors initiate, drive and complete sales conversations with their customers. This toolkit consisted of several conversation topics that are relatable to end-customers (from step 1), and content was also executed in an easily snackable format.