Major Medical
Effortless protection for all households
Healthcare
Mini-App
Under-developed
2023
My very first dive into insurtech was the "Major Medical" project or “Digital Snacks”, where my team and I had a blast building a super flexible, simple, and customizable healthcare product that customers can actually enjoy and buy as well as use it as fast and easily as a snack. Our chosen playground at the time was Zalo, a cool OTT app used by over 70% of Vietnam's population! This project holds a special place in my heart because we poured so much thought into developing tons of helpful and smart features, guiding customers from their very first curious peek at the product all the way through buying it and even becoming awesome promoters!
Choice of Platform
Our chosen playground at the time was Zalo's Mini App platform, an OTT app boasting over 70% of active users across Vietnam! Our inspiration? Learning from the big guns like WeChat in China, a super app where you can find almost every service imaginable, including insurance. We even took a page from PingAn's playbook, whose medical insurance sales on WeChat were incredibly successful – imagine a billion-person country with 90% using WeChat, all needing medical insurance... why wouldn't you sell it there?! That's why we jumped at the chance when Zalo was in beta for their Mini App in 2023, snagging a sweet deal to develop our insurance mini-app for free.
What truly sets this product apart is its incredible competitive edge: a super cheap premium (think around 2,000 VND a day!), the pure digital/online experience that gets customers issued a policy in just 3 minutes, an impressively high serious illness coverage of 3.5 billion VND, and the super flexible option to buy it for themselves or their entire family.
Product information
& Competitive Advantages
About our Major Medical product itself – it's truly a gem! We used to call it "Comprehensive Healthcare Insurance" because it's so simple and an absolute all-rounder. Designed for a short, sweet one-year coverage term, customers can easily renew it annually. Plus, it boasts a super wide coverage from ages 1 to a spry 60 years old. What I truly adore about this product is its flexibility, its incredibly budget-friendly price (around 1 million VND per year!), and how customizable it is, offering different benefit packages to perfectly fit various customer types.
Customer segmentation
& What our customers think
“I don't trust online insurance much because it lacks the human touch.”
Now, about who we're actually building this for. While our initial thought was to reach everyone, our research pointed us towards a sweet spot: young to middle-aged customers, specifically those between 18 and 35. These are typically mass or upper-mass customers with a fair monthly income, usually ranging from 8 to 20 million VND. We're primarily looking at individuals who are already in a household – perhaps married or with kids – because they often have a greater need for a comprehensive insurance solution that covers their entire family. It's about targeting those who are ready to take control of their financial future in a straightforward way.
Let's be honest, getting people to truly trust insurance, especially digital life insurance here in Vietnam, can feel a bit like trying to solve a Rubik's Cube blindfolded! Insurance, by nature, often feels abstract and hard to fully grasp, making it a bit of a mystery to many. When you introduce the idea of a purely digital product where customers handle everything themselves, that trust deficit becomes even more apparent. This means our selling process simply has to be incredibly simple, packed with clear information, and as assistive as a friendly guide. It's all about making the traditionally complex surprisingly approachable!
Journey & Sales model
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An end-to-end journey was built for this product includes 5 touch points, which is quite standard:
(1) Advertising → (2) Recognition → (3) Considering → (4) Buying → (5) After-sales services
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The sales model for the product will be in 2 ways: (1) Pure digital or (2) Through bancas or agency. Either way can work well but pure digital is considering a fitter approach
For ways of approaching, there will be 4 different ways: (1) Partnership, (2) Promoters (FOH), (3) Advertising and (4) Embedded
For sales flow, it is rather simple including 5 steps: (1) Choosing product → (2) Answering health question → (3) OCR & eKYC → (4) Commitment & Payment → (5) Policy issuance
For after-sales services and customer service, there can probably 4 services: (1) Hotline and customer care, (2) Virtual connection with digital insurance consultant, (3) Claim resolution and (4) Service feedback
All The Cool Features