Through trained village health workers, Care Arogya had developed a mobile based model to provide quality health care services to the remote villages in Maharashtra, India. It now wanted to take it a step further – to provide affordable insurance for primary health care.
How does one sell a micro health insurance for primary healthcare to the rural folk of Maharashtra – who think insurance is where you get your money back in the end, who don’t understand primary from secondary and tertiary healthcare?
To use the language of local metaphors. The central service was personified as the ‘mobile doctor’ – people were familiar with the idea of ‘recharge’, where one pays a ‘certain amount for a certain talk time which is valid only for a certain period’.
The local lingo for primary healthcare was ‘chota beemari’ (small illness) and for secondary/tertiary healthcare was ‘bada beemari’ (big illness). These were personified as two characters in a charming film that was the center piece of this campaign. It told the story of simple village woman who seems to be suddenly and mysteriously unafraid of ‘chota beemari’, much to his great shock and surprise.
It converted 10% of the target customers in the first few months of the roll-out, which is twice the world average for mico-health insurance.
The Campaign created by Center of Gravity was of tremendous value in communicating the concept of micro-health insurance to rural community.They are flexible,easy to work with and exhibit great understanding of client.So far, the Campaign has helped convert 10% of the target people,which is 5% above the world average for micro-health insurance.
Girish – Chief,Care Arogya