与Aditya Birla Health合作，改善印度农村的金融保护
The World Health Organization estimates that in 2020, approximately 1 billion people (almost 13 per cent of the global population) will be spending at least 10% of their household budgets on healthcare. The situation is likely to be compounded by the COVID-19 pandemic, with the World Bank estimating almost 50 million more people will be pushed into extreme poverty this year. Improving financial resilience is a priority in delivering health for call across the planet.
In India, out of pocket health expenses remain high in Karnataka at 74.3% of the population, with many families unable to afford the cost of hospital treatments. Current public and private insurance options for these rural communities have been limited up to now, meaning people are a left with the choice of going without or disastrous expenditures that can wreck livelihoods.
reach52 conducted needs and affordability analysis in target rural communities in Mysore and Kolar, identifying the opportunity for simple affordable insurance plans for hospitalisation and personal accident cover.
We engaged the Aditya Birla team who are committed to financial inclusion and improving access to their insurance services in underserved rural regions. For the first launch phase, community health insurance plans were designed for individuals and families, providing the protection for hospitalisation and personal accident the communities needed but at affordable rates. The focus was on ‘more protection, less to pay and less complexity’ – making it simple to enrol with your coverage starting from day one, and simple to claim with payouts usually in just over a week.
The affordable insurance plans were made available through the reach52 marketplace service – our catalogue of affordable health products and services – which is provided through a mobile app by Marketplace Area Managers in low connectivity, rural areas across South and South East Asia.
We partnered with non-governmental organisations MYRADA and MYKAPS to equip their field teams as reach52 Marketplace Area Managers (MAMs). The MAMs drove awareness of the new service, educating residents on the benefits of insurance, and supporting the ordering of the insurance plans through the reach52 marketplace mobile app.
Awareness and engagement campaigns were delivered through outdoor advertising and ‘street play’ events focused on the key message of ‘Protecting the ones you love’ through affordable health insurance.
Community trust is essential to driving adoption of insurance in regions where it is often not understood why you would pay for a service you may not need or use. To instil confidence, we collaborated with local community leaders and groups to drive advocacy, as well as sharing ‘positive claim’ testimonies to demonstrate the impact.
The programme was launched in late October 2020
We will report on the full pilot programme in 2021.