Phone Pe, the digital payments app and one of the sponsors of the ongoing ICC Cricket World Cup in India, has been promoting its Health Insurance Platform and monthly premium offerings. Three advertisements of 15 seconds each have been doing the rounds on TV during the matches. The advertisements, expertly crafted, have captured my imagination and have left a lasting impression on me.
Brilliant Script Room and Early Man
The ads developed by creative agency Script Room in collaboration with Early Man a multi-faceted marketing and branding agency were able to successfully develop humour within a serious hospital narrative.
There were three situations played out within a hospital setting.
1. A patient is caught off guard when the doctor tells him that he has awakened after 19 days. The patient on hearing this falls back on the bed unconscious, shocked by the mounting hospital bills. He had not taken medical insurance as it was expensive and was hard pressed to foot the massive expenses. The way the whole act is carried out is humorous.
2. In the second act, a patient is shown briskly walking away from the hospital. The nurse surprised no end stops him and reminds him that his treatment is still incomplete and he should stay back. The patient gestures to her that he is fine and carries on walking away with the person who had come to see him in the hospital. The patient had no medical insurance as it was expensive and he had no money left to carry on with his treatment and therefore had no option but to leave. The act is hilarious, extremely well enacted and perfectly emoted.
3. The third act, finds a simple, humble guy requesting the billing staff in the hospital to reduce his bills. He had a leg and a hand plastered. When the staff refuse for any concession, the patient painfully removes the plaster on his hand and asks the staff to bill him only for the leg. He had no medical insurance as it was expensive and he was short on funds to pay the entire bill. The unassertive guy, with a low timid voice, is so believable in the advertisement that you feel sorry for him. The billing staff too get affected when he forcibly removes the plaster from his broken hand.
The humour in the advertisement entertains but the implicit message and questions asked are clear and telling.
Is Health insurance seen as a necessity in our country.
Is Health Insurance affordable.
Even if we have Health insurance are we properly covered.
Do we have affordable medical facilities.
Let’s delve on these points
The Spread Of Health Insurance Post Covid
A few years ago, health insurance was unfortunately not a necessity at all. Most of the country was not covered. However the past five to six years have seen a tremendous surge in health insurance, further bouyed by the advent of Covid. Once the pandemic set in, hospitalisation and expensive treatment made people rush to get themselves covered. There was a surge of more than 30% in health insurance during Covid times as compared to about 10% in the previous years.
Still A Lot to Cover
Subsidised health insurance schemes of the government and a strong contribution by the public and private players has led to massive coverage, but still a good 30% of our population in still uncovered. A long way to go indeed.
We Need to Start Early
Since health insurance in India has picked up late, the cost is high. Getting oneself ensured later in life leads to heavy premiums. The best time to get a health insurance is once you start earning. The premiums become affordable and the coverage too can be wide. The young generation therefore has to get themselves insured early so that they are able to conveniently absorb financial shocks from unexpected medical costs.
Some More Questions
The claim ratio too is an important point to be discussed. HDFC Ergo, Niva Bupa ( formerly Max Bupa ) and a few others too boast of a plus 90% claim ratio, however what is the monetary settlement vis a vis the claim raised by the beneficiary is an extremely important area which needs consideration. Do people get the entire amount what they claim ( limited to their coverage amount of course ). Does health insurance really helps them tide over big medical bills and expensive treatment. These are questions which need to be looked into.
Skewed Medical Facilities
Finally, medical facilities in our country are far skewed. Getting specialised treatment for serious diseases and health conditions is not easy. And if we one is able to somehow reach out to these facilities, the costs are many a times, massive. Families suffer and if there is no medical insurance then it becomes even worse. Life savings evaporate in a jiffy and future of families turn upside down. It is simply catastrophic.
All the points discussed above have been so vividly brought about by Phone Pe. The truth is there is so much pain beneath the humour.
The crux is that we need affordable insurance and affordable medical facilities. And yes, start with health insurance…early.
Read Quick, Read Better @ rizkhan.in
My favourite Ad in the series is attached below. Do have a look.