Healthcare

Assessment of Market Opportunities for Critical Illness and Hospital Cash Insurance Products 评估重大疾病和医院现金保险产品的市场机会

客户是一家全球保险公司,准备启动重大疾病(CI)和医院现金(HC)计划,作为其整体中国增长战略的一部分,为了创造最佳的产品设计,客户寻求我们对这些产品进行当前市场的全面评估。我们通过与关键消费群体的深度访谈和焦点小组讨论(FGD)获得他们对于CI和HC计划的需求和看法,通过对上海竞争对手的二手资料研究和深入访谈(IDI)获得市场概况和竞争情况,探索上海和北京保险买家的可接受最优价格点和产品设计偏好,帮助客户更好了解市场和消费者需求。
Background

A global insurance company sought to launch Critical Illness (CI) and Hospital Cash (HC) plans as part of its overall China growth strategy; in order to create optimal product design, SmithStreet helped the client implement a comprehensive assessment of current market conditions for these products


Solutions

•    Obtained market overview and competitor intelligence through secondary research and in-depth interviews (IDIs) with competitors in Shanghai

•    Investigated demand for and perception of CI and HC plans through IDIs and focus group discussions (FGDs) with key consumer groups

•    Explored optimal price points and product design preferences across Shanghai and Beijing insurance buyers


Methodology

•    In-depth interviews with 15 market competitors, client HR managers, insurance brokers and insurance policyholders

•    Focus group discussions with 6 individual and group end-user categories, for a total of more than 30 respondents


Selected Findings



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