He said the rebrand is an opportunity for Pula Medical Aid Fund to renew and reaffirm its promise to members, and similarly for stakeholders to realign and remember why they have chosen the brand as their trusted service partner.
They also conducted a comprehensive brand and customer satisfaction audit, which informed the new shift. “Coming up with the new brand identity, we had to ensure that we preserve the fund’s existing integrity and brand warmth whilst infusing new energy and maintaining the fund image and integrity in a changing operating environment,” he said.
The new brand will see the medical aid company bidding farewell to their tagline ‘We care for your health’. Under the new trading name, logo, payoff line and purpose statement, the principal officer said they want their members to look forward to innovation-based solutions. One of the innovations they introduced is a WhatsApp line where clients virtually pre-book their appointments through WhatsApp.
This was also off the backdrop of the development of WhatsApp Business and interactive web-portal solutions developed to ease the lives of members and service providers enabling them with full-time access to information. “As we embark on this journey to create new value in the chain, we remain customer-centric and grounded by our member’s needs.
As a 100% member-owned fund, we have always been about our people and have existed for our people, hence our name being attributed to 'pula' meaning rain – always brings hope for life,” he said. On his part, Minister of Health and Wellness Edwin Dikoloti applauded the medical aid for being a consistent partner that has been critical in aiding the ministry to deliver on its mandate. He said they played a role in accelerating the vaccine administration to the people by opening massive public vaccination sites. “I applaud Pula Medical Aid for the notable projects that they have embarked on, top of the mind is the ‘Care@Home’ service, which allowed for comprehensive care for patients from the comfort of their homes at a time when our healthcare facilities were overwhelmed,” he said.
