Krungthai - AXA Nationwide Caravan Health Check
Krungthai-AXA life Insurance
Krungthai-AXA Life Insurance is the first in the market to provide an all-in-one Caravan Health Check at hypermarkets to all customers and Thai people. They not only offer free medical checkups, but also provide in-booth activities and special services.
INTRODUCTION
While furthering its business and developing life insurance products that respond to the needs of customers, Krungthai-AXA also focuses on the enhancement of society, the environment and the community with transparent business practices. The company has initiated many Corporate Responsibility projects with pillars resonating responsibility to shareholders, employees, customers, communities, suppliers and the environment.Krungthai-AXA has organized “Caravan Health Checks” nationwide since 2008. Cooperating with the local hospitals, Krungthai-AXA prompts clients and the general public to take care of their health free of charge by creating a trend for healthy lifestyles and reminding people to pay serious attention to their physical conditions. Krungthai-AXA is the first in the market to provide an all-in-one Caravan Health Check at hypermarkets to all customers and Thai people. They not only offer free medical checkups, but also provide in-booth activities and special services.
Caravan Health Check has been running for 6 consecutive years where its customer centric strategy objectives respond to the society and community by educating and servicing in the name of health protection, engaging and creating relationships with customers, visitors and distributors, increasing existing customers’ loyalty, and engaging distributors to use Customer Choice selling methods in quality of life checkups.
FRAMEWORK AND STRATEGY
Thai people, in rural areas especially, have less opportunity to conduct annual medical checkups due to high medical costs, a lack of health awareness and consciousness, long waits at government hospitals, and limited numbers of doctors in rural areas.This Caravan Health Check initiative aspires to see all Krungthai-AXA’s customers and perhaps all Thai people to receive regular medical checkups with chances to review their financial needs at least once a year. From focus group research, customers’ commentaries show positive interest in Caravan Health Check indicating that they will gain optimal benefit for their health.
Businesswise, Krungthai-AXA’s Caravan Health Check creates great customer experience under the 4’s E of Event Marketing management; i) Engagement ii) Enjoyment iii) Edutainment and iv) Enterprise.
ACHIEVEMENT AND IMPACT
For 6 years, Caravan Health Check has initiated sustainable corporate responsibility to the community, creating more relevant and meaningful interactions with customers and Thais with free of charge medical and financial checkups, a chance to obtain special advice from doctors and reducing chances of disease. Customers and their families can have better quality of life and also smarter life planning.Currently, there are more than 200,000 people with access to health and financial checkups from 219 Caravan Health Check events nationwide in Thailand. Krungthai-AXA also returns the income back to community by investing more than 11,000,000 bath for green goodies distributed at events. In 2014, the plan is to conduct Caravan Health Checks at 55 events every week across all provinces in Thailand.
This project has been guaranteed its distinctiveness by the “2009 Innovation Awards for AXA SEA”.
FUTURE DIRECTION
There is no limitation of this initiative. As more events are organized, there are better and higher quality of multiplied interactions with customers and distributors. Furthermore, distributors and other entities can replicate this process easily. The main objective is to remain attentive to customers and that the Thai community always understands the importance of their needs, both physically and financially. Krungthai-AXA is committed to continue this project incorporating the “Attentive” attitude and Corporate Responsibility policy which is ‘Giving Opportunity, not Charity’ to build a stronger and safer society.
Krungthai-AXA Life Insurance Public Company Limited, created from a solid co-investment partnership between Krung Thai Bank PCL. and the AXA Group, specialises in global financial protection and asset-management. Today Krungthai-AXA is a fast growing life insurance company residing in the Top 5 of Life Insurance companies in Thailand.
