NHP unveils new brand
Addressing an excited crowd, the Chairperson of the NHP Board of Trustees, Gert Lübbert noted that the re-branding of NHP was yet another significant achievement for this particular medical aid fund in it’s pursuit of excellence and it’s future ambitions.
Motivating the costs associated with re-branding NHP, it was noted that medical aid funds operate in a highly competitive yet relatively small Namibian market. NHP’s ability to attract new members will enable it to mitigate risks and put the fund in a better financial position. The opportunity for cross subsidisation between the various options is much more distinctive when a fund has a large membership base. NHP wishes to attract the young and healthy and therefore it needs to appeal to both existing as well as potential members who are expected to have a low claim rate,” Lübbert said.
Commenting on the previous look and feel of NHP, Lübbert noted that it has been in the public eye for some time now and that it was no longer catchy and appealing but instead stayed the same over time and became dull and less meaningful to it’s target market. “Re branding is not a renaming of the existing but an entirely new flair with a vibrancy which is set to provide excitement. NHP has developed a new look, a new feel, a new energy for the product which it offers and the service it provides. It should provide a lasting fascination. We hope to develop a differentiated position in the mind of stakeholders and competitors”.
According to Lübbert, NHP is the only fund in Namibia that offers a roll-over benefit where low-claiming members are enabled to roll over money to the next financial year. He said that to date, NHP has given back N$ 8.5 million to it’s low-claiming members through the roll-over benefit.
Dr. Lübbert also noted that NHP is actively encouraging prevention at an early age so that members do the right thing now which has a lesser health impact in the future and as a result also reduce the financial burden.
“The intention is to shift the focus from simply curative care to primary and preventative care. It promotes a healthy lifestyle at no additional cost to its members. NHP continues to invest in their managed care programmes in an effort to influence and manage the healthcare risks of the members. Wellness programmes are offered to employer groups as well as to the public in order to mitigate risk amongst its members,” Lübbert emphasized.
Lübbert added that NHP’s brand proposition is further underscored by a solid foundation of very good administration and customer care. The Board of Trustees is in the process of implementing annual governance audits and trustee performance assessment in order to assure its members that the Board delivers on its mandate.
“In order to provide the sense of security that the members are seeking NHP continues to invest in their managed care programmes in an effort to influence and manage the healthcare risks of the members,” Lübbert said. He is positive that changes to the Fund’s benefit structure for 2013 will continue to make it an attractive option for everybody to consider.