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With the authorization of the sale of health plans on the internet established by the National Health Agency (ANS), the São Francisco Hapvida Group saw the opportunity to advance in the evolution of its commercial strategy. Already established in the B2B segment, especially in the so-called large portfolios (companies over 1,000 lives), the company needed to take another step in its strategy by bringing more intelligence to the process of selling health plans to individual customers, micro-enterprises and individual micro-entrepreneurs.
From a field research work, with the mentioned groups, we identified what were the main barriers, doubts and objections for the acquisition of health plans and also for the use of the internet as the main channel. Through a complete cycle of prototyping and testing with users, we redesigned the commercial process for these segments bringing digital tools as new performance and productivity enablers.
The result of the work was a new digital platform that allowed customers to carry out the entire process autonomously and, if they needed it, have assistance from São Francisco at all stages. In addition to the customer interfaces, we also developed an exclusive health algorithm capable of identifying imminent risks in health policies by connecting the "red flags" directly and automatically to the operator's health teams for analysis and subsequent release. The process that transacted all documents and payments digitally replaced the manual processes and mailings used by field salespeople, bringing productivity, eliminating errors and avoiding large costs with lawsuits arising from the seriousness of the impact that these errors generated by resulting in the unavailability of medical care for beneficiaries.
WHF also worked for three years to evolve the platform by observing behavioral data and conducting experiments and tests (Growth Hacking) providing a substantial evolution of the service's business indicators.
