We believe in customer-driven marketing: Paritosh Kataria, Religare Health Insurance

The Marketing Head talks about their recent campaigns, marketing strategy and growth of the health insurance sector

e4m by Shreshtha Verma
Updated: Oct 4, 2019 1:12 PM

While health insurance companies are investing hugely on marketing these days, Religare Health Insurance is one brand in the sector that doesn't spend much on direct marketing, yet remains on the top of its game.

In a chat with exchange4media, Paritosh Kataria, Head of Marketing, Religare Health Insurance, talks about their marketing strategy, their recent campaigns, growth of the health insurance sector and more.

Talking about their marketing strategy, Kataria revealed that they believe in customer-driven marketing. For them, customer is the centre of every campaign they run. "In principle, we have a highly adaptable marketing strategy & outlay that aligns with emerging business demands and opportunities," says Kataria.

He highlighted that the health insurance industry is growing at a rate of approximately 20 per cent annually. "We believe innovation will continue to be the key for sustained growth in every city.”

Sharing the brand’s strategies that help it remain on the top in a cluttered market, Kataria said, “We live by the tenet that customer is at the centre of our existence.  From our product development to exploring new channels of distribution to driving an efficient, technology-led claims process, we always try to keep the customer at the centre.”

When asked what Religare Health Insurance is doing to expand its customer base, Kataria said, “We keep running various campaigns to attract more customers.” Some time ago, Religare also rolled out a health insurance solution in partnership with OlaMoney.

Sharing the insights behind Religare's recent campaign ‘Don’t Listen to your Heart’ launched on this World Heart Day, Kataria said,The campaign is aimed to sensitise people about living a healthy life and is designed to counter the common belief that one should always do what their heart says.”

"Our campaign is based on the insight that despite an increased sense of awareness towards maintaining good health, people, when confronted with tough choices, tend to go with short-term indulgences that their heart desires," he said. 

“These indulgences, no matter how unhealthy, give a momentary satisfaction which convinces an individual to overlook what their mind feels is logically correct. Our campaign endeavours to help people overcome the desire to always listen to their heart, as we believe often people need a catalyst that reminds them of some basic lifestyle-hacks that could help them lead a quality life,” he added.

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