How tamamlayicisaglik.com works

Summary

In this conversation on Sigorta Ekranı I explained, step by step and on screen, how tamamlayicisaglik.com works. The idea began with a simple question put to us in 2018: is there complementary health insurance in Turkey? The site went live in 2014 and was grown with full focus after 2017; it is a comparison model that gathers complementary health and maternity-cover health insurance quotes at a single address, something like a marketplace for insurance. What I cared about from the start was focusing on a single product: the moment you say you will do every kind of insurance, you drift away from expertise; specialising in health insurance is the foundation of this business.

We built the platform on three legs: insurers meeting at a shared address; not just price but coverage, exclusions, waiting periods and contracted hospitals being comparable transparently; and transactions running simply and fast. The host added a fourth leg, trust, and I agreed: people don't want to know everything about insurance, they want an insurer they trust and help when the process gets stuck. So every person who gets a quote is called by our insurance advisors, who have done this work for many years; not everyone's need and risk are the same, and the aim is to match the right need with the right company's right product. There is no online purchase; the prices we give are the new-policy average for a healthy person, personalisation happens on the phone, and issuance is completed through the advisor, as in the traditional agency process.

The contracted health institutions project grew out of phone calls. People asked one thing most: which hospital is the product I want valid at, does it work at the institution near my home, can I use it at a medical centre or a laboratory? The insurers' own pages were scattered; some were not mobile-friendly, some had no map, the user could not find which product we were talking about. We built an open screen listing the institutions every insurer in Turkey has agreements with, together with which product and network they are valid in: province, district and neighbouring-district selection, an institution-type filter for hospitals, medical centres and physiotherapy, and address and phone under every institution. I showed it on screen: Türk Kızılayı Özel Kartal Hospital appeared with agreements with sixteen insurers. This took us about five months; we called every institution one by one to verify addresses and phone numbers, and removed institutions that looked active on lists but had closed. The data is updated every day, though it still helps to call the institution before an appointment.

This screen is open to everyone, not only our customers; other intermediaries use it, and we learned that agent colleagues use it for their own customers, which pleased me. On the quote side, the user selects gender, age and which family members to insure and reaches the quote cards; inpatient and outpatient limits, exclusions, waiting periods and useful notes sit in tabs, more than four products can be compared side by side, and a filter highlights the rows that differ. I explained that we split the customer experience into research, information gathering, evaluation, elimination, purchase, use and renewal, and that the platform focuses on the first three. Reducing everything to price ignores the product's features; we made coverage, exclusions and contracted hospitals visible.

In this talk

• The origin: the 2018 question 'is there complementary health insurance in Turkey'; the site live since 2014, full focus after 2017
• Focusing on one product: trying to do every kind of insurance drifts you from expertise; specialising in health insurance is the foundation
• The platform's three legs: insurers at a shared address, transparent comparison beyond price, simple and fast transactions
• The fourth leg, trust: people don't want to know everything, they want an insurer they trust and help in the process
• Every person who gets a quote is called by experienced insurance advisors; the right need, the right company, the right product
• No online purchase; prices are the new-policy average for a healthy person, personalisation by phone, issuance through the advisor
• The contracted-institutions project grew from the phone question 'which hospital is this valid at'; insurer pages were scattered and not mobile-friendly
• Every insurer's contracted institutions by product and network; province, district and neighbouring-district selection, institution-type filter, address and phone
• About five months of verification: every institution called one by one, closed institutions removed; data updated every day
• The screen is open to everyone; other intermediaries and agents use it too
• Quote cards: limits, exclusions, waiting periods; more than four products side by side, differences highlighted
• The parts of the customer experience: research, gathering, evaluation, elimination, purchase, use, renewal; the platform focuses on the first three

Reducing everything to price ignores the product's features; we made coverage, exclusions and contracted hospitals visible too.