Italian insurer changes Vietnamese preconception about health insurance

Despite the importance of health insurance, many Vietnamese still have second thoughts about buying it. Some of the key obstacles are the perceived cumbersome purchasing procedure, lengthy and complicated terms and dragged-on claim process. 

Generali – a leading Italian insurance company – is determined to change this preconception by re-engineering the customer purchasing experience with their newly-launched health insurance product VITA – Sống Như Ý (VITA – Live the Life You Desire).

Italian insurer changes Vietnamese preconception about health insurance

A “revolution” in health insurance purchasing experience

In a recent press conference, Generali Vietnam proudly introduced their new health product which is expected to “revolutionise” customers’ insurance purchasing experience.

Specifically, this product is structured to make it very easy to understand with pre-determined premiums for 4 age groups and 3 levels of benefits, supported by brief and transparent product terms. 

It can be bought online or in-store within a few minutes and without any hassle at all. No information or underwriting is required until the policy is activated. Full refunds are available should the customer change his or her mind after buying.

With these breakthrough features, Generali aims to serve both savvy online customers and those who favour in-store shopping. The product is now available on Shopee and GenVita (Generali’s own e-commerce platform) and at FPT Long Chau throughout their nationwide pharmacy network. The Italian insurer plans to expand distribution to more e-commerce players and partner stores in the near future.

Health insurance as a gift

Despite its necessity and meaningfulness, health insurance has hardly ever been thought of as a gift item, due to the way it has always been sold.

VITA – Sống Như Ý sets out to change just that.

With creative packaging, competitive premiums and benefits, VITA - Sống Như Ý makes a perfect gift this
Lunar New Year.

For the first time, an insurance product is no longer intangible but can be “touched and felt” as it comes in beautiful and expressive packages which can be bought as a gift for anyone who may need it. Launched just in time for the Vietnamese Lunar New Year (Tet), the product urges consumers to not just wish their friends or loved ones good health this new year, but give each other this gift of health.

As the needs for high quality private healthcare are increasing, giving a health insurance policy as a thoughtful and practical gift could become a new trend.

Service is still key

The insurer invests in technology and employs its own claim team to enhance customer service.

VITA - Sống Như Ý’s innovative product features help create a new and pleasant buying experience for customers. However, the key to winning’s customers’ hearts in the health insurance business is quality of service, particularly during the claim process. Unlike most insurers, Generali does not outsource claims but employs its own team to take control of the customer experience during the claim process. The insurer has invested into advanced technology such as GenClaims (a claims app) and simplified related requirements to help shorten the claim submission and approval to minutes. The insurer’s wide network of inpatient direct billing partner hospitals nationwide is also a key advantage. Adding value beyond insurance, Generali offers customers free health consultation via telephone with their doctors 14 hours a day, 7 days a week via Alo Dr. Gen on their GenVita platform.

It remains to be seen how customers will react to Vita - Song Nhu Y and its innovative approach. However, what’s obvious is that customers’ preconception about insurance won’t change unless insurers find ways to resolve it. With Vita - Song Nhu Y, Generali Vietnam is at the forefront of revolutionising the insurance customer experience.

Generali is one of the largest global insurance and asset management providers from Italy with presence in over 50 countries.