The new face of health insurance

“There is no standard care pathway or pattern of behavior followed by every patient. Even the most obvious distinctions – sick or healthy – are often more blurred than they seem. The customers we meet are often uncertain about the seriousness of their health problems and the action they can take.” This observation by Somesh Chandra, Chief Health Officer of AXA for European markets, was quickly shared by other participants. “We’ve been seeing an individualization of the care pathway for a while now,” added Jean Kramarz, Head of Health at AXA Partners. “What’s changed is the quantity of data and the channels available to analyze individual needs and provide solutions.”

Connected objects, digitalization, artificial intelligence and foremost telemedicine have shaken up people’s approach to health, along with the role of insurers. Previously in contact with their clients at the reimbursement stage, “when it’s already quite late in the day,” AXA can now support patients at every health touchpoint. “And that obviously changes our approach. It’s not so much about knowing at which stage to act, but rather finding the right interfaces and tools to be there every time our customers have a problem,” explained Philippe Presles, a doctor and Head of Health R&D at AXA France.

Simplifying the essentials

For the past five years, this new approach has led AXA to simplify the relationship between patients and their insurer. “We’re working on solutions to guarantee quick, easy reimbursements and transparent coverage. We aim at giving a preferential access to network of competent professionals with minimum upfront costs,” mentioned Stephen Brenzek, Healthcare Management Director at AXA Germany.

“Our customers want to have the fewest possible formalities to carry out, preferably through a single interface. This is the objective of the new My Easy Santé app, which enables our customers to manage their entire care pathway,” added Philippe Presles. In Asia, the Emma app provides a single interface for accessing all AXA Healthcare services, combined with disease prevention advice, such as the BetterMe coaching program.

New ways to access treatment

AXA does more than make it easier for patients to manage their healthcare. In a context of increasingly complex health systems, AXA can create bridges between patients and their doctors and nurses, in cooperation with the medical community. “We help patients find the right specialists and ask for a second opinion, and we empower them to take control of their own health through a tailored program,” added German Canale, Customer Experience Manager for AXA PPP Wellbeing. “Collaborating with six leading hospitals with more than 400 experienced doctors, AXA Signature Network is providing our customers in Hong Kong with world-class medical services and simplified administrative procedures,” explained Andrea Wong, Chief Marketing and Customer Officer at AXA Hong Kong.

With telemedicine, the Group is present from the moment patients start their healthcare journey, giving them fast access to competent health professionals and guiding them to the right specialists for their situations and questions. “Remote consultations are opening the door to a new age when we can meet a patient at any time,” asserted Alexandre de Maisonneuve, a doctor and Co-Founder of Qare, the telemedicine service incubated by AXA through Kamet.

Acting before the onset of disease

The increase in health data and digital tools also enable AXA to work alongside customers to prevent disease before they require treatment. “Signs of chronic conditions like diabetes can be detected several years before their onset. If patients are diagnosed on time, they can adopt a lifestyle that will avoid or delay full-blown disease,” explained Charles-Etienne de Cidrac, Health Director for Group Risk Management. The Group is also working alongside partner companies to improve their employees’ health. In the United Kingdom, AXA PPP Healthcare offers companies health coaching platforms for their employees, who can follow fitness and health programs or access health advice.

Quality care

One key question remains: how can AXA ensure that its healthcare offering meets its quality requirements for patients? To better manage healthcare journeys, the Group has opened integrated medical centers in Egypt and Mexico, and is aiming to open 50 by 2023 to serve 1.5 million patients in key emerging markets – a new facet of its role as a partner. “By offering a bundle of services that are usually provided by different companies, we’re simplifying access to quality healthcare for our customers,” explained Sandrine Coulange, Head of Health business development, International and New Markets.