Aflac 2013 Annual Report Download - page 19

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The Black Swan advertising
campaign that promotes New
EVER, Aflac Japan’s medical plan,
was introduced in August 2013. The
commercials portray Black Swan as
an ominous character that tries to
convince people to make impulsive
decisions in life, including forgoing
voluntary insurance. Black Swan is
thwarted by the heroic Aflac Duck,
who reminds consumers to think
about what’s best for them in
the long term.
ADMINISTRATIVE EFFICIENCY IMPROVES PRODUCTIVITY, SERVICE AND VALUE
We are continually striving to enhance our administrative efficiency through technology.
When we began business in Japan in 1974, our systems were specifically built to administer
third sector products, which are characterized by a large volume of low-premium products,
and more importantly, by paying claims fairly and quickly. Our efficient systems allow us to
give consumers quality products at affordable prices while compensating our sales force with
competitive commissions. Simultaneously, we are also enhancing the total value we deliver
to customers by intensifying our efforts to ensure we pay claims accurately and promptly.
LOOKING TO THE FUTURE
Although we are the market leader in the sale of cancer and medical insurance products in
Japan, we know there are other consumers who both want and need our products, and we
strive for ways to reach them, while at the same time serving our current policyholders. We
focus on improving our customer service and operations to allow us to deliver our promise
more effectively than ever. As Japanese consumers face ongoing challenges related to
a stressed financial system, increasing medical expenses, and an aging population, it is
likely the national health care system will be up against additional financial pressure. This
means Japanese citizens will have to bear more of the health care burden. We believe these
additional costs will prompt them to continue to pursue solutions that protect and manage
their physical and financial health – and Aflac provides those solutions that can help them.
We believe Aflac is well-positioned in Japan’s insurance market. As we plan our product and
distribution activities for the future, we believe the competitive strengths that have propelled
Aflac Japan’s success will continue to benefit Aflac Japan in the future. This success will
further opportunities to deliver our promise to more policyholders.
AFLAC INCORPORATED 2013 YEAR IN REVIEW – AFLAC JAPAN 17