Great Eastern wins at Asian Experience Awards 2026 for healthcare concierge

The insurer introduced Singapore’s first in-house service to help customers navigate complex healthcare journeys.

Great Eastern won Singapore Customer Experience of the Year - Life Insurance in the Asian Experience Awards 2026. The company established Great Medical Care Concierge (GMCC) to address a key gap in the customer journey by helping integrated shield plan policyholders navigate their healthcare journey with personalised guidance and support.

Insurance traditionally provides financial protection, but policyholders often face difficulty managing medical arrangements, hospital admissions, and treatment options. The burden also affects family members who coordinate care during emergencies. Great Eastern launched GMCC to guide customers through these processes with dedicated guidance.

GMCC operates as an in-house healthcare navigation service, offering round-the-clock digital support and physical assistance at partner medical institutions. Customers receive a direct contact person who explains coverage details and provides access to a network of more than 800 healthcare providers. The service runs continuously, including weekends and public holidays, to assist policyholders during late-night medical events.

The insurer chose to build and manage GMCC internally to maintain direct control over service quality and customer outcomes. Assistance extends to family members, easing the administrative tasks involved in healthcare coordination.

Since its launch, the service has supported tens of thousands of policyholders. Service utilisation grew significantly, whilst customer satisfaction ratings remained high. Over a fifth of supported cases occurred outside standard business hours, involving complex medical situations or urgent care for customers.

Feedback indicates that the initiative removed friction during critical periods. One policyholder with a major cardiac condition noted that the service handled essential coordination, allowing focus to remain on recovery. Customers valued the ease of accessing timely guidance and support, particularly during complex healthcare situations.

Great Eastern expanded its physical presence by increasing in-hospital counter locations across medical centres. The company continues to broaden its healthcare partner network to bring direct support closer to policyholders.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].