MAM
Guest column: Communication trends in 2021 that will shape the industry
MUMBAI: The eventful 2020 has finally come to a close. The last year has been unlike any other where the entire human race has endured great hardships and has come out stronger and more resilient. As we enter 2021, the media fraternity finds itself at a notable turning point – politically, economically, technologically and socially, with a steep rise in the reliance on digital media. In the coming year, there is going to be an increased shift in how media functions and is consumed. Analysing media performance is also going to be a major factor where the efficiency of the media is going to be measured and analysed.
Brands are going to further scrutinise their marketing spends so it is important that communication service providers follow the trends and stay up to date to provide the best value addition to their clients.
Here are a few highlights that brands and marketers need to keep in mind while drafting communication strategy for 2021:
1. Creative context will remain the prime focus
In a quest for discrepancy in increasingly cluttered media environments, advertisers and agencies will accelerate their adoption of the latest media channels and formats. Content creators will need to focus their efforts on the platforms that provide best value for them, rather than trying to tailor content to every platform. Videos are going to be the next big thing and there is going to be an increased engagement and reach in Digital Video sharing platforms like YouTube. Brands will seek to enliven their online video campaigns by integrating relevant influencers and the interactivity and engagement of hashtag challenges.
2. Imbued Analytics
As media and marketing experts adapt cost effective strategies so as to deliver impactful results, it is predicted to have a significant rise in use of analytics among the media industry. Ensuring your brand gets top-of-mind recall in the short-term, while consolidating core brand equity, will become a key to a balanced strategy. Sponsorship, events and CSR activities that generate earned media to reach consumers will play a major role. Better creative will break through, engage and persuade consumers and drive greater ROI. Analytics that help in optimising the quality of the content going live will thus be of utmost importance.
3. Data customization
The role of big data in consumer behaviour and corresponding response to brand engagement, will play a major role in helping media professionals to customise messaging and drive impactful engagement. In today’s time, clients want to understand their investments in all kinds of statistical formats. It is to improve data access and analytics to enhance functioning.
4. Understanding consumer behaviour
Though viewing trends of the audiences have slowly started returning to pre-Covid levels, there remains an overlap between different content platforms, with the digital platforms making the most of the market share. To ensure optimum utilisation of media planning and buying, content providers and platforms need to work together in response to the changing consumer behaviour.
Modern consumers, who are not only more receptive to engagement but also more aware and conscious of their choices, now seek a humane approach from brands. Apart from social, ethical and environmentally responsible brand perception, connecting with the emotional harmony of the consumer has become vital than ever, to drive strong marketing campaigns. One needs to remember that relatable and tailored content is often the most effective in grabbing attention and making an impact. In order to avoid being overlooked by the public, brands and marketers need to make a personal connection with your audience. Connecting emotionally with your audiences will have them hooked. Hence, these are some of the key trends which will help shape the 2021 for the PR industry.
(The author is co-founder, Scenic Communication. Indiantelevision.com may not subscribe to her views.)
Buying family medical insurance online in India has become a common option for individuals who want to secure health coverage for multiple family members under a single policy. However, many buyers are unsure about the exact steps involved in selecting and purchasing the right plan online.
In this guide, you will know the step-by-step process of buying family medical insurance online in India, along with the key factors to review before purchasing a suitable policy.
Step 1: Assess Your Family’s Healthcare Needs
Before buying online health insurance, check the healthcare needs of all family members. Check age, existing illnesses, regular medicines, and the likely need for hospital care later. This helps in selecting a suitable sum insured, policy type, and level of cover. It also reduces the chance of buying a plan that appears suitable but does not meet actual medical needs.
Step 2: Visit the Insurance Company’s Official Website
After understanding the family’s needs, visit the insurer’s official website and read the plan details carefully. Use the official platform to review eligibility, policy wording, waiting periods, cover details, exclusions, and renewal terms.
This step gives a clearer understanding of how the policy works before payment is made. It also helps avoid confusion caused by incomplete summaries on other pages.
Step 3: Compare Available Family Health Insurance Plans
A family medical insurance policy should be compared on factors beyond the premium. Review the sum insured, hospital network, room rent limits, pre- and post-hospitalisation cover, daycare treatment coverage, and waiting periods. It is also important to check treatment sub-limits and specific policy conditions.
Careful comparison helps determine whether a plan provides balanced coverage and whether its terms are suitable for the healthcare needs of the entire family.
Step 4: Choose the Right Policy and Start the Online Purchase
Once the options have been compared, select the policy that best fits the family’s medical needs and budget. Before starting the application, review the covered members, policy term, benefits, and main conditions again. This is an important stage because errors here can lead to the wrong cover amount, an unsuitable variant, or missing details that create problems during policy use.
Step 5: Calculate the Premium Using an Online Calculator
Use the online premium calculator before making the final choice. Enter the correct details, including age, city, number of insured members, and selected cover amount. The result helps in understanding the expected premium and whether the policy fits the annual budget. This step is useful because it allows cost and coverage to be reviewed together, instead of choosing a plan only because the premium looks lower.
Step 6: Fill in Personal and Medical Details
When filling in the proposal form, provide accurate details for each insured member. This includes name, date of birth, contact details, medical history, ongoing treatment, and previous insurance information if required.
Every answer should be complete and truthful. Incorrect or missing details can create difficulty later. Before you submit the form, read every section again and correct any mistakes.
Step 7: Make Payment Through the Secure Payment Gateway
After checking the form, go to the payment page and complete the transaction through the secure payment gateway. Review the premium, policy term, and entered details once more before confirming payment.
After the transaction is completed, save the receipt, reference number, or confirmation message carefully. Keeping this record is useful if you need to track the purchase or follow up on policy issuance later.
Step 8: Download and Keep Your Policy Document Safely
Once the policy is issued, download the policy document, schedule, and any related papers without delay. Read them carefully to confirm member names, policy period, sum insured, and major terms. Save a digital copy in a secure folder and keep a printed copy if needed. Proper record keeping makes future renewals, document checks, and policy servicing easier and more organised when information is required quickly.
Conclusion
Buying health cover online becomes easier when you handle each step with attention. From checking your family’s needs to reading the final document, every stage helps you make an informed choice. A careful approach can reduce mistakes, improve your understanding of policy terms, and help you choose coverage that matches your household’s medical needs, financial capacity, and long-term healthcare planning in a reliable way for your family over the long term.
