The FINANCIAL — FINANCIAL has presented the media analyze of activity of insurance companies in February-April of current year in accordance to the research company “Terra Media” data.
Research is based on results of monitoring of 7 TV Channels, 30 journals/newspapers and 12 information agencies.
By the results of he media analyze, in the settlement period in April, was record the growth trend in activity of companies. Sum of frequency of mention has grown by 63% in compare to March.
During of analyze ware revealed brand leaders, which were distinguished by their activity. Generally, the insurance sector is less active sphere, but their recent activation is connected with the governmental HealthCare Reform and Hospital Sector Privatization theme. The most active insurance companies in Media in April, 2010 are: Aldagi BCI (37), Archimedes Global Georgia (31) and Alfa (28). But Despite this, in media we also encounter the names of other insurance companies. Among them are: GPI Holding (15), Imedi L International (11), IRAO (8), Vesti (6), Tao (3), IC Group (2), Partner (1), Cartu(1)
Despite the fact that the insurance company "Alfa”, which is a property of pharmaceutical company Aversi, is a new brand, it has already made a big statement in the market. In address to the insurance company there was enough considerable quantity of publications by which exclusive steps of the company in the market have been noted. Despite it, the company has actively appeared in the market of insurance and is defined as one of the most serious player.
Insurance Company “Aldagi BCI” has retains a leadership position for a long time. This company has been operated on market with the name “Aldagi BCI” since 1990 and finally with the merger of Bank of Georgia has formed as one of the stable brand. The company’s biggest dividend can be considered merge with insurance company BCI.
And what about Archimedes Global Georgia, it’s a new brand that was created to change the medical insurance segment. This company is also very active in Media, especially on TV channels.
The activities of insurance companies in the various media differ from each other. In Sphere of TV – Aldagi BCI is a leader, after which comes Archimedes Global Georgia. In April from 77 aired TV topics we meet with Aldagi BCI 27 times and 26 times with Archimedes Global Georgia.
In the sphere of press, Alfa (7) and Aldagi BCI (6) have been allocated, but in press, information about insurance sector is sufficiently small, and if this case is fixed, the emphasis is mainly negative.
Finally we can say that for 3 under review month for insurance companies April was the most active.
In Media Sphere, Along with names of the companies, there are also persons, who are in connection to mention of companies. The first place takes, Nika Ramishvili, Director General of Archimedes Global Georgia, after which comes Nika Gamkrelidze, Director General Aldagi BCI.
According to the statistical data we can see that on frequency of mentions of the brands, the first place occupies the Aldagi BCI, second Archimedes Global Georgia, that is with contrast to a mention of persons.. Also we should mark that in compared to Mobile operators companies (Magti, Geocell, and Beeline) where the main persons are represented by PR Managers, in Insurance sphere the main actors are Companies Directors.
In the end we can tell that the Insurance companies are involved medical sphere by means of the Governmental HealthCare Reform and Health Care Minister. In May1 of this year will be revealed the names of companies, which will invested in Hospital sector. In May1 this year the companies which will invest in Hospital sector will be named. On spread information presumable results are that: the winners of Insurance tender GPI Holding, Archimedes Global Georgia, Imedi L, Aldagi BCI, Vesti, IC Group, Cartu, Samtskhe 2010. On market also stay Bloc Georgia, to which has been confiscated the license because of failure to execute of the most part of hospital obligations.
These companies are obliged to construct 46 new hospitals till 2011. In case of no obligations companies may be fined.
On this base in current and future years insurance companies will be under the stress of media, which will play large role on trust formation to the companies. In case of failure or Implementation of obligation this issue will becomes a primary factor of inculcation the company in the market.
Analyst
Executive Director of “Terra Media”
Givi Khachapuridze
Discussion about this post