Bomaid rebrands

SHARE   |   Thursday, 11 June 2020   |   By Bakang Tiro
Bomaid Chief Executive Officer Moraki Mokgosana Bomaid Chief Executive Officer Moraki Mokgosana

With a resilient medical aid dispensation history spanning over 50 years, Botswana Medical Aid Society (Bomaid) has vibrated its brand purpose to realign its to evolving business models.

Bomaid Chief Executive Officer Moraki Mokgosana and Chief Operations Officer Thabo Kubu on Thursday launched a new brand to meet the demands of the clients easily through technology.

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The new brand purpose is tag lined “Health and Happiness at Heart’’ and – according to Bomaid – that will anchor their belief, conduct and approach to members’ wellbeing.

Speaking at the brand transformation event which was streamed online, Mokgosana reiterated that COVID-19 has presented several businesses prospects to embrace 4th industrial revolution.

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He indicated that the company has also found it fit to venture into technological revolution amidst COVID-19 to come up with innovative solutions so as to meet the demands of clients. According to Mokgosana, Bomaid as one of the earliest medical fund administrators in the country it has found it necessary to refresh the brand from historical one to new position.

“In 2016, we embarked on the journey to reposition our brand from the old historic Bomaid one as it was perceived then to a more eye-catching resembling our vision, mission and values. And also in this re-branding exercise journey a great caution was paid to preserving the rich history of the fund. Our vision was also restated to meet our aspiration of fostering fraternal relations with the clients, promote good healthy and living hence creating a setting to deliver,” he noted.

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In addition, he revealed that their clientele membership stand at 35 000 customers. Mokgosana said their reserves worth P350 million gives them financial resilience and stability to continue to cover their clients without any hiccups even during trying times brought by COVID-19.

“This needs a continuous scan of our processes, people and technology and we committed to exceed the expectations of the clients who remain at the centre of everything we do. We also recently completed the project termed Motswedi to overhaul core fund administration system. The name of this new pillar to our client administration is Thobo system,” said Mokgosana.

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The thobo system, he said, is a fitting tribute to those who stood by Bomaid in most trying times when they couldn’t be served in a way they demanded or deserved; adding that the system benefits include digital self-service  channels to expedite turnaround times on membership updates.

The new services or products – according to Mokgosana – came as a result of feedback from their medical aid subscribers who called for the review of services.

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Chief Operations Officer at Bomaid Thabo Kubu said the new brand purpose tag line ensures the company’s commitment to meet various demands and growing needs of the customers in modern times. He said in a few weeks to come more exciting innovative products and services will be launched.



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