04 Jun, 2024 - Advisers
Decoding your clients
Decoding your clients
Personalised advice for the right medical aid plan
Financial advice can never follow a one-size-fits-all approach, and this is especially true for healthcare advice. Clients have unique healthcare needs and financial realities.
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Understanding client personas is a game changer when you aim to provide personalised service about a suitable medical aid plan. |
What are client personas?
Imagine detailed demographic profiles of your typical clients. These “personas” consider factors like age, health status, family situation, and budget. Building several of these personas helps you grasp the diverse needs within your client base so you can recommend plans with suitable benefits.
Why do personas matter for healthcare advice?
Highlighting benefits that directly address a client’s needs builds trust and strengthens the relationships between the adviser, client, and the Medical Scheme. Here are some examples of how demographics can influence medical aid needs:
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Age | A young professional may prioritise affordability and preventive care, while retirees may require comprehensive cover, including chronic medication and specialist consultations. |
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Occupation | Someone with a physically demanding job may need a more comprehensive plan than someone with a desk job. |
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Family situation | A single parent might prioritise comprehensive paediatric cover, while a young, childless couple may focus more on an affordable savings option that allows them the flexibility to manage their own healthcare needs. |
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Financial goals | Understanding a client’s budget constraints helps recommend a plan that fits their needs without straining their finances. However, considering unforeseen medical expenses, it is important to balance affordability with security. |
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Healthcare concerns | A client with chronic conditions and multiple health concerns might value peace of mind over affordability. |
Identifying key personas helps you provide personalised guidance for each client, leading to:
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Enhanced client satisfaction |
When a plan aligns with their needs, clients feel secure and valued. |
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Building trust and loyalty |
Taking the time to understand their situation fosters trust and builds long-term relationships. |
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The right fit, every time |
Matching clients with suitable plans keeps them adequately covered and financially sound. |
A plan for everybody
Fortunately, at Medihelp we have a plan to suit everybody, every pocket, and every life stage.
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Our vital plans cover essential medical services such as hospitalisation and emergency care at an affordable price. These plans are best suited for young adults, career starters, and first-time buyers of medical aid. |
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Medical savings plans provide individuals, couples, and young families the flexibility and freedom to manage their healthcare expenses. They can have peace of mind knowing that emergency and hospitalisation expenses are covered. Additional out-of-hospital cover kicks in once savings are depleted. |
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We have comprehensive plans with special family rates for more extensive healthcare needs, covering a full basket of services. | |
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We also offer a special plan that provides inexpensive comprehensive cover for students. |
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Putting personas into practice
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Sarah (68, retired accountant, Barberton, Mpumalanga) |
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Hypertension, cholesterol, and heart disease. |
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This persona suggests chronic medication and regular specialist consultations with less focus on affordability. MedElite is an all-inclusive plan with extensive private hospital cover that offers benefits for extensive healthcare needs. |
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Peter (32, IT specialist, Johannesburg, Gauteng) |
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Wife, one-year-old daughter. Active lifestyles, saving for a house, and they rarely get sick. |
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MedAdd would be a great choice for them. The flexibility of a 15% savings account, additional insured cover once they’ve depleted their savings, cover for dental and eye care, as well as pregnancy benefits make this a popular choice for young families. They have plenty of network healthcare facilities in their area, and by opting for MedAdd Elect, they can save even more. |
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Nthabiseng (25, graphic designer, Durban, KwaZulu-Natal) |
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Recently started working, seeks affordable first-time healthcare cover. |
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MedVital Elect might be a good, affordable solution for her. It covers minor medical expenses, has a high-quality network of healthcare providers, and offers services for medical emergencies. |
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Understanding personas goes beyond demographics. It’s about cultivating empathy and adapting your advice to each client’s unique situation. Understanding your clients’ needs and priorities can help you guide them towards a plan that best supports their health and well-being.
