Connect with us

MAM

SureWaves Media mulls tie-up with third party media research agencies

Published

on

KOLKATA: SureWaves Media Tech, a Bangalore-based digital media-technology company, which offers integrated advertisement aggregation, content delivery, network management, media planning and reporting platform, is mulling a tie-up with third party media research agencies.

 

“We are looking at media research companies. We have a technology platform which shows where the advertisements have been aired and when. They can be verified too. The industry would feel more comfortable if it is viewed by some third party. The national advertisers would buy more inventories,” said SureWaves founder Rajendra Khare.

Advertisement

 

Even though Khare did not reveal the size of the contract, he added that the company is in talks with two media agencies currently for the same.

 

Advertisement

With the average spend going up, the company is looking at tying up with third party media research agencies to validate the platform to increase the credibility of the company, he explains when being asked how the media agency would help SureWaves.

 

“We are working with agencies that will validate all the channels that are there. These agencies can check the veracity of the report also,” he added.

Advertisement

 

SureWaves provides real-time data monitoring of ads, which has, for the first time, made cable TV advertising accountable. “Now we see good growth in our platform. The advertisers are increasing their spending,” says Khare adding that ad spend has increased by 100 to 300 per cent in various sectors.

 

Advertisement

SureWaves is a cloud based technology. The company which has penetrated over 100 different markets across the country by tying up with over 250 local channels, plans to approach more satellite channels to extend its solution, as with digitisation process, the country is expected to see satellite channels increasing in coming days.

 

The company positions a propriety device which is connected to the grid and the TV channels.

Advertisement

 

Talking about the eastern region operations, he said that the company has started its operations in Kolkata around 10 months ago months ago by tying up with local cable companies like Manthan, Den, Incable, WWIL among others and is betting on Kolkata market for growth.

 

Advertisement

“National advertisers like HUL, Parle, Aircel, Vodafone, Nestle, Honda do look at West Bengal market due to its local flavour,” said Khare adding that in the next three to five years, SureWaves is looking at eating up a share of 8-10 per cent in the Bengal market.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

MAM

Cashless vs Reimbursement: Which Health Insurance Claim Process Is Easier?

Published

on

For the majority of people, the true test of health insurance is not when they purchase a policy but rather when they have to use it. Additional paperwork, approvals, and payments can add to the already stressful experience of a hospital admission. For this reason, selecting the appropriate plan is just as crucial as knowing how claims operate.

Cashless and reimbursement are the two primary methods of using mediclaim insurance while in the hospital in India. Both are valid, both are widely used, and both have advantages and limitations. The more important question is which is simpler in practice, particularly in an emergency, rather than which is “better” in theory.

To answer that fairly, it is important to look at how each process actually works inside hospitals, what challenges people face, and what kind of situations make one option smoother than the other.

Advertisement

What Does Cashless Treatment Really Mean in Practice?

Cashless care is often promoted as the most practical way to use health insurance, and in many cases, it truly is. Under this system, you visit a network hospital partnered with your insurer, where the hospital contacts the insurance provider on your behalf, submits your medical records, and requests approval for treatment. If the claim is approved, the insurer directly settles the covered portion of the bill with the hospital, and you only pay for non-covered expenses such as deductibles, co-payments, or room upgrades, which can be a major relief for families who may not be able to arrange large sums of money quickly.

However, cashless treatment is not always as seamless as it appears. Approval is not instant in every case, as the hospital must submit medical reports, estimated costs, and justification for the treatment. The insurer then reviews whether the illness is covered, whether waiting periods have been completed, and whether the procedure is medically necessary. As a result, there can be delays in approval, especially for planned surgeries, but once approved, cashless treatment remains financially smoother since you are not required to pay the full amount upfront.

How Does Reimbursement Actually Work on the Ground?

Reimbursement works in the opposite way, where you pay the entire hospital bill first and later claim the amount from your insurer. This option is commonly used when treatment takes place in a non-network hospital or during emergencies when immediate cashless approval is not possible. From a paperwork perspective, reimbursement requires more effort, as after discharge you must collect all documents—such as hospital bills, pharmacy receipts, diagnostic reports, discharge summary, and payment proofs—and submit them to the insurer within a specified time, usually 15 to 30 days. The insurer then reviews the claim based on your mediclaim policy terms and reimburses only the eligible amount, deducting any non-covered expenses like non-medical charges or excluded treatments.

Advertisement

Although this process is more demanding, it offers greater flexibility, as you are not limited to network hospitals and can choose any facility you trust, which can be especially useful in rural or smaller towns with limited network options. In sudden medical emergencies, however, most families prefer cashless treatment because it removes the need to arrange large sums of money upfront, shifting the financial burden to the insurer and hospital. That said, cashless treatment does not always work seamlessly in real emergencies—if the hospital is not part of the insurer’s network or if pre-authorisation is delayed, families may still have to pay first and later file for reimbursement. In such situations, reimbursement becomes unavoidable rather than optional, which is why experienced policyholders often say that the ease of a claim depends less on the method and more on the hospital, the insurer, and how well-prepared the family is with documentation.

Which Is the One That Has Less Paperwork?

Cashless treatment usually involves fewer documents for the patient, as most of the communication between the hospital and the insurer is handled by the hospital itself, and you mainly need to provide your policy details and ID. In contrast, reimbursement places a greater documentation burden on the policyholder, where missing or unclear documents can lead to delays or partial claim rejection, making the process feel more complex for many people. That said, some patients still prefer reimbursement because it gives them a greater sense of control over their bills and treatment decisions, rather than relying on insurer approvals within the hospital.

Which Option Works Better With Different Types of Hospitals?

Cashless treatment works best in large private hospitals that have dedicated insurance desks and strong coordination with insurers, and in metro cities, the process is usually smoother because hospital staff are familiar with health insurance claim procedures. On the other hand, reimbursement works better when treatment takes place in smaller hospitals, specialised clinics, or government facilities that may not be part of insurer networks, where cashless options may not even be available. This is why having a medical insurance plan that supports both options is important, as it provides flexibility instead of limiting you to a single rigid process.

Advertisement

Which One Is Financially Safer?

From a family’s perspective, cashless treatment is financially safer because you do not need to pay the entire bill upfront, which is especially important for middle-income families who may not have access to large emergency funds. In contrast, reimbursement can pose a financial risk when hospital bills are very high, as arranging the money in advance can be stressful and sometimes even require loans or support from relatives, even if the insurer eventually reimburses the amount. However, reimbursement is not inherently worse; it simply demands greater financial readiness and patience.

So Which Is Actually Easier?

The simple truth is that cashless is usually easier to use, while reimbursement tends to be more flexible. If your priority is convenience and immediate financial relief, cashless is the smoother option. On the other hand, if your priority is freedom to choose hospitals and independence from network restrictions, reimbursement may feel more practical. Ultimately, the ease of either process depends on how well you understand your mediclaim policy, how organised your documents are, and how effectively the hospital and insurer coordinate during treatment.

Why Not Make Any Claim Process Smoother?

Regardless of whether you choose cashless or reimbursement, a few key practices can make all claims easier, such as renewing your policy on time, keeping your policy details easily accessible, choosing network hospitals whenever possible, maintaining all medical records properly, and understanding the exclusions and waiting periods in your plan.

Advertisement

Conclusion

There is no single “perfect” claim process under health insurance. While reimbursement offers flexibility, cashless offers financial comfort. Rather than considering one of them to be always better, the approach that will be the best one is to understand both and apply them accordingly to the situation at hand.

When you have a good health insurance plan, you can easily go either way without being overly stressed. Insurance companies may also take an active part in making the cashless and reimbursement journeys easier, with the example of such insurance companies as Niva Bupa Health Insurance that focus on more open claims processes, network hospital assistance, and provide families with systematic guidance. Both operations have a chance to work, turning insurance into a support system in sad times. The bureaucratic necessity becomes a support system when families get knowledgeable and prepared and when insurance companies provide useful services. 

Advertisement
Continue Reading

Advertisement News18
Advertisement
Advertisement
Advertisement
Advertisement Whtasapp
Advertisement Year Enders

Indian Television Dot Com Pvt Ltd

Signup for news and special offers!

Copyright © 2026 Indian Television Dot Com PVT LTD

This will close in 10 seconds