Protection has always played second fiddle to investment in Hong Kong. Now with the aging population and rising cost of healthcare, people are reviewing their protection needs. AIA Hong Kong, one of the largest insurers in Hong Kong, fully understands people’s need of healthy living and protection hence, providing a series of innovative health insurance products and services that carry various innovative features. We have embarked on a strong strategy to build a solid platform, raise our brand profile, increase mindshare through strategic campaigns to strengthen our market position in health products.

Brand perception hinges on something more cerebral: the core values of the company as they are communicated to the public. This is often coined as the ‘Brand DNA’ of a company.

To match with the recent healthcare reform and trend of healthy living attitude among the public, AIA Hong Kong implemented a series of creative branding campaigns and initiatives with the theme of ‘healthy living’ in 2011. Those included ‘Mind the Gap’, a large-scale health promotion campaign, as well as ‘AIA Healthy Living Index’, the 1st ever healthy living index survey across Asia Pacific, both have successfully raised the public awareness of healthy living, established a brand image of customer caring and let the public get known to lists of quality health products and services provided by AIA Hong Kong, thereby enhance the brand awareness and business performance.

Looking forward, ‘Bridge the Gap’ will be one of the highlights in 2012. We are devoted to offer a wide range of health products, while matching with promotional offers, to bridge the gap of protection needs of our customers. Financial health is also essential and we strive to promote employee benefits and retirement protection in the coming year.

AIA Hong Kong builds the right platform and people help to deliver marketing and product strategy. We provide attentive training for our agency force on district level, and will continue to heavily invest in resources to further develop AIA Premier Academy. We believe this holistic approach is a key success factor for the performance of our agency force and has helped differentiate AIA Hong Kong from the other insurers. It is an approach that helps AIA Hong Kong set the industry benchmark and maintain its lead as a leading insurer in Hong Kong.

Jacky Chan
CEO
AIA Hong Kong and Macau

'AIA Hong Kong and Macau' herein refers to American International Assurance Company (Bermuda) Limited (Incorporated in Bermuda with limited liability).