改變中國醫療服務的新勢力

????中國招商銀行同樣稱自己是一家私人銀行機構。銀行對于信諾擴大在海外出差的高凈值客戶（資產為350,000美元至150萬美元）中的份額至為關鍵，而且它可以利用信諾集團在中國境外，如新加坡、中國香港，甚至歐洲等地成熟的醫院和醫生網絡。

????信諾集團開始在中國銷售保險時，只銷售健康險和意外險，如當災難降臨時，一次性給付保險金的癌癥保險等。2012年加入信諾負責中國業務的巴西人費爾南多?莫雷估計，信諾在中國的業務約70%為附加健康、人壽和意外保險市場，年保費最低為150美元。加入信諾之前，莫雷曾在中國大型人壽保險公司平安保險（Ping An）任顧問一職。

????但目前，信諾正在努力爭取每年愿意為保險支付15,000美元的客戶。電腦網絡公司CEO、36歲的李政（音譯）就是一個例子。李政對《財富》雜志表示，他之所以購買了一份信諾的保險，是因為他希望獲得私人醫療機構提供的更優質的服務。李政說：“在公立醫院，必須等很長時間。”此外，他的妻子在加拿大出生，而且他需要經常進行國外旅行，因此他希望為自己在國外和國內的旅行投保。

????上海中國市場研究集團（CMR China Market Research Group）的高級分析師本?凱文德表示，跨國企業的許多更年輕的中國高管積累的財富遠遠多于上一輩，現在他們更關心年邁的父母。凱文德說：“對于信諾提供的個人健康保險產品的需求，肯定會愈加迫切。”

????信諾在中國擴張的下一步是為中國公司提供美國式的工作場所保險。這些保險產品相對昂貴，所以它們將僅面向中高層管理人員提供。到目前為止，中國尚未向提供醫療保險的公司提供任何稅收優惠，但據報道，中國正在考慮進行這方面的改革，而這將大幅增加信諾的業務。

????當然，不論是在中國還是其他發展中國家，信諾都不會坐等政府立法或政策改革來增加公司業務。之前公司憑借出人意料的策略取得成功。受此鼓舞，公司將繼續在中國進行嘗試。信諾與另外12家銀行、信用公司、航空公司甚至零售商簽署了合約，將有權訪問這些公司客戶名單，而這些客戶將成為它潛在的銷售對象。此外，它還推出了“管家服務”，幫助中國中產階級享受全新的資本主義式的按診療收費醫療。它還將延續與優秀營銷者合作的做法，而不是選擇成功的保險公司。它在印度新成立的合資公司選擇了另外一家非常規的合作伙伴：當地一家多樣化經營的著名炊具制造商。印度的中產階級同樣在日益壯大，同時開始對VIP醫療和保險產生需求。（財富中文網）

????譯者：劉進龍/汪皓

????China Merchants Bank, which also boasts a private banking unit, is key to Cigna's efforts to expand its market to high-net-worth customers ($350,000 to $1.5 million in assets) who travel abroad and can take advantage of Cigna's established network of hospitals and doctors outside of China, in places like Singapore, Hong Kong, and even Europe.

????When Cigna began selling insurance in China, it began with simple health and accident policies such as the cancer product that offers a lump sum payout when a catastrophic event happens. Fernando Moreira, a Brazilian who joined Cigna in 2012 to head the China operation after working as an adviser to Ping An, a huge Chinese life insurance company, estimates that about 70% of Cigna's business in China is in the supplemental health, life, and accident market, with annual premiums as low as $150.

????These days, though, Cigna is making a push for clients who will spend $15,000 a year or more on insurance. Customers like Li Zheng, the 36-year-old CEO of a computer network company. Li toldFortune he signed up for a Cigna policy because he wanted access to the better service offered by private health care. "At public hospitals you have to wait a long time," Li says. He also has a Canadian-born wife and often travels abroad, so he wants to be covered on his overseas trips as well as in China.

????Ben Cavender, associate principal at CMR China Market Research Group in Shanghai, says a lot of younger Chinese executives at multinationals have more money than previous generations, and they now must care for their aging parents. "There's absolutely going to be very strong demand for the kind of individual health care policies Cigna is offering," Cavender says.

????The next chapter in Cigna's expansion is offering U.S.-style workplace insurance plans to Chinese companies. These are relatively expensive, so they would be available only to executives and middle managers. So far, China does not offer any tax benefits to companies that provide health care insurance, but is reported to be considering making a change, which could vastly increase Cigna's business.

????Not that Cigna is sitting back and waiting for legislative or policy changes to boost its business in China, or elsewhere in the developing world for that matter. Emboldened by its wins using unexpected tactics, the company continues to experiment in China. Cigna has signed deals with another 12 banks, credit companies, airlines, and even retailers to get access to their customer lists as potential sales leads. It has also created a concierge service to help middle-class Chinese deal with the brave new world of capitalist-style fee-for-service medicine. And its practice of teaming up with great marketing partners -- rather than successful insurers -- continues. For its new joint venture in India, which also has a rising middle class that is starting to demand VIP health care and insurance, Cigna chose another unconventional partner: a diversified local manufacturing company best known as a maker of cooking pots.