AIA Life CEO Zhang Xiaoyu shares the strategic thinking behind the upgrade of the “Healthcare Ecosystem”
Recently, AIA Life Insurance Co., Ltd. (hereinafter referred to as “AIA Life”) announced a major upgrade of its “Healthcare Ecosystem”, based on innovation The "full-journey, all-round, wide-coverage" comprehensive elderly care solution launched by the company focuses on renovating and iterating the "wellness housekeeper" service, in the hope of relying on continued in-depth insights into customers' elderly care needs and "customer-driven" business innovation, through "Links, Choices, Quality" creates a closed loop of "wellness ecosystem" to bring customers a "all-round, early, high-quality" service experience - on the occasion of the 30th anniversary of AIA's return to the Chinese mainland market, AIA is committed to enterprising and Gratitude promotes the exploration and construction of innovative models of "third pillar elderly care" and helps customers achieve "free companionship in elderly care".
Lay out the elderly care market with the spirit of long-termism
Begin with the end in mind and continue to optimize the "wellness ecosystem"
In 2021, the "14th Five-Year Plan" outline will elevate "actively responding to population aging" to a national strategy, and all types of enterprises in the upstream and downstream industries will Extensively participate in and accelerate exploration to promote the construction of a more balanced pension pillar system. AIA Life believes that clear target positioning, sophisticated customer stratification, adequate risk protection, professional and stable fund management, integration of full-journey health care resources, and high-quality companionship and planning are the “third pillar of retirement care” supported by commercial insurance. "The key factor for the success of development, which also brings very enlightening ideas for the domestic life insurance industry to break through and innovate in the pension industry. Based on this understanding, in July 2021, AIA Life broke the shackles of the insurance industry's lack of comprehensive solutions to pension problems, homogenization of products and services, and difficulty in meeting universal customer needs, and innovatively launched the "full journey, all-round, wide coverage" "A comprehensive solution for senior care that meets the all-round needs of senior care customers for financial reserves, health protection, and wellness services in one stop. By cultivating a team of senior care planners, integrating high-quality resources from the upstream and downstream of the senior care industry, we establish a professional wellness steward and build a Through comprehensive service customization and evaluation systems, we have created a health care service system that accompanies the elderly throughout their whole journey of being able, weak, and disabled, covering a wider customer base and regions, as well as more diversified elderly care methods - creating a new path for the elderly. An exploration of participating in the construction of the “third pillar of elderly care” with unique differentiated competitiveness. After
launched the "Wellness Ecosystem", AIA has continued to accumulate a deeper understanding of the market and customer health care service needs during the past year's exploration process: Elderly care requires long-termism and long-term planning. Keep evolving, investing, developing and iterating. Elderly care layout is a systematic project that requires all-round ability training. At the same time, it is necessary to have a thorough, clear and precise understanding of customers. The competitiveness of insurance companies participating in the elderly care industry ultimately depends on the level of "cognition". Today, as the quality of life continues to improve and the demand for elderly care is constantly being released, customers’ expectations for elderly care solutions are no longer limited to a single scenario, time period, region or group of people; on the contrary, they are comprehensive across scenarios, time periods, and regions. , flexible and professional solutions are more favored by the market. Specifically, under my country's "90-7-3" senior care pattern, what customers really look forward to is a senior care method that can cover a variety of scenarios and even more regions, so as to ensure that no matter where they are and how they use it, You will have more freedom and flexibility to make choices in your later years. At the same time, as the concept of "aging" becomes more and more popular, the Chinese people's awareness and understanding of aging is deepening day by day. The confusion of "early aging" is a major challenge that AIA Life has discovered in its past services that generally troubles customers - How to get good help at an early stage, pass the turning point of life smoothly and healthily, and embrace "silver life" with a more positive attitude are important issues that have not yet been widely mentioned but are deeply rooted in the hearts of customers. In addition, in the face of the endless emergence of new service providers, new concepts, and new products in the elderly care industry, whether the elderly care service providers have sufficient professionalism and can continue to comprehensively provide high-quality services for their own elderly care life is also a factor that customers choose when choosing elderly care. The basic logic of prioritizing solutions.
"Health Care Butler" service has been completely upgraded ②
"Link + Selection + Quality" to create a closed loop of "Health Care Ecosystem"
Based on a deeper understanding of customer needs and the constant pursuit of "customer-driven business innovation", AIA Life has launched this This new upgrade of the "Health Care Butler" ③ service further expands and optimizes the construction of the "Health Care Ecosystem" and is committed to customizing a worry-free retirement plan for every Chinese family. Focusing on the three key words of "link", "selection" and "quality", the upgraded "Healthy Care Butler" will fully coordinate, screen, integrate and control high-quality upstream and downstream health care resources and their quality to create a comprehensive and rich AIA The unique "wellness ecosystem" covering the three major sectors of home care, institutional care, and medical care assistance has become a "high-quality resource coordinator", "quality service controller" and "self-built service provider" for elderly care customers. To bring customers a "all-round, early-stage, high-quality" service experience -
First of all, facing the home-based elderly care service scenario with wider needs and the largest population base, AIA Life has added new services including aging-friendly transformation coordination on the basis of the original service. , intelligent home care coordination, housekeeping service coordination, and video health consultation coordination, four services, fully taking into account the mobility problems, weakened physical condition, lack of care, and need for professional medical care that the majority of home care customers may face. Coordinate various upstream and downstream resources, focusing on the three aspects of safety, life, and health to provide customers with considerate services such as home environment modification, smart elderly care equipment, door-to-door housekeeping services, and 24-hour remote instant medical consultation, so as to provide customers with considerate services without leaving their homes. Comprehensively improve the safety, comfort and convenience of home-based elderly care life on the premise of maintaining households. In terms of medical and nursing assistance,
, in addition to continuing to provide customers with original services such as physical examination appointments for middle-aged and elderly people, outpatient medical appointment coordination, Traditional Chinese Medicine outpatient appointment coordination, and dental outpatient appointment coordination, etc., in order to satisfy customers' psychological adjustment during the early aging period, To meet the unique needs of health management, the upgraded "Health Care Manager" service has newly launched three innovative "early-aged" eye screening appointments, female menopausal clinic appointment coordination, and stroke assessment appointment coordination, and has advanced the start time to 45 At the age of 18, we come to customers earlier and use our meticulously accumulated service experience and rigorous service design to help customers who have entered the early-senior stage calmly cope with the many life pain points that may arise, smoothly pass through the hesitation period, and improve the quality of life. In addition, the three services of nutritional guidance, chronic disease medication delivery coordination, and medical accompanying coordination have also been upgraded simultaneously.
For customers who need institutional care for the elderly, AIA Life Insurance continues to expand cooperation with many health care institutions and provides selected cooperative institutions for customers to choose according to their needs. Relying on the resource network of more than 100 rehabilitation hospitals and elderly care institutions cooperated by AIA Life, the upgraded "Health Care Manager" service can not only provide services such as coordinating appointments with health care institutions and regular return visits, but also provide self-service inquiry of health care institution information. , further helping customers to choose their favorite elderly care institutions in different regions with more freedom and peace of mind.
At the same time, AIA Life is well aware that the quality and continuity of health care services are an important part of customer experience and trust. Therefore, it also insists on building its own service team and quality inspection team with strict standards. Wellness stewards with a professional nursing background and many years of experience control the service process, service specifications, and service quality in an all-round way to ensure that every customer entrusts them with a high-quality and guaranteed wellness life experience. In this upgrade, AIA Life also promises that every upgrade of "Health Care Manager" will be traceable to all benefit customers, ensuring that every customer who chooses AIA can enjoy consistent high-quality care and services. In addition, AIA’s team of outstanding marketers will continue to provide talent support for the in-depth development of the “wellness ecosystem” and continue to provide warm, professional planning and high-quality companionship for Chinese families.
“Chinese society is ushering in a period of boom in demand for elderly care services, and the life insurance industry has great potential in ‘coping with the challenges of an aging population’.We firmly believe that the layout of elderly care is not a simple stacking, but a link between industries; it is not a race to enclose the land, but the selection of high-quality resources, insisting on quality control, and insisting on sustainable high-quality services. When doing elderly care, we need to uphold long-termism." AIA Mr. Zhang Xiaoyu, CEO of Life Insurance Company, said, “This year marks the 30th anniversary of AIA ’s ‘Back Home’. Our development experience of wholeheartedly accompanying customers makes us believe that AIA Life has the responsibility to provide Chinese families with higher quality, better experience, and more benefits. Comprehensive retirement options. We look forward to taking the upgrade of ‘Health Care Manager’ as another new starting point, providing more innovative practical ideas for the development of China’s ‘third pillar of elderly care’, and working together with customers to create a new era of worry-free elderly care. ”
① Department of Aging and Health of the Health Commission of the People’s Republic of China: The current pension pattern for the elderly in my country is that about 90% of the elderly care for themselves at home, 7% of the elderly rely on community support for their elderly care, and 3% of the elderly live in institutions.
② With Due to the operation and improvement of the health management service system and the influence of external factors, the content of the health management service provided by AIA Life may change or the service may be stopped. At that time, AIA Life will provide customers with reasonable suggestions or solutions to choose from, and will promptly Adjust the health management service manual, promptly inform customers and provide services in accordance with the adjusted service manual.
③ Some services are provided by cooperative third-party agencies. For details, please refer to the "Healthy Care Butler Service Manual"
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