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Research and Consulting on the Entry Opportunities of the Chinese Health Insurance Market

Project Background

The client is the largest health insurance institution in Britain. It wanted to enter the Chinese health insurance market and entrusted ACMR to analyze the market opportunities and provide suggestions on market entry. The project was divided into three phases:  

Phase 1: Discover Market Status Quo and Opportunities

 Research approach: Case studies + In-depth interview + Focus group

In-depth interview: Interviews with 30 experts, corporate customers and insurance intermediaries (insurance brokers, insurance agents, HR) to understand the status quo and development trend in the Chinese health insurance industry, as well as the demand and purchase situation of corporate customers.

Focus group: 12 focus groups in total, four per city in Beijing, Shanghai and Guangzhou, to understand the individual consumers' attitude at and demand for insurance.  

Phase 2: Customer Position, to help find valuable customer groups and their requirements, purchase and use habits

Research approach: 1,200 in-person interviews in total, 400 interviews per city in Beijing, Shanghai and Guangzhou

Phase 3: Products and Marketing Strategy and Design

Research approach: Focus group + In-depth interview

Focus groups: 8 in total, to research individual consumers' demands on insurance products and services

In-depth interviews: 20 users, to study group users' demands on insurance products and services

WORK SHOP: Organize four large Work Shops to interact with the clients and gain an in-depth knowledge of their demands, design products and formulate marketing strategy with it  

Project Result

ACMR helped the client formulate a strategy to access the Chinese market. The client has successfully entered China and started business operations.