Marketing Predictions for 2025 from AIA Hong Kong and Macau’s Melissa Wong

As the chief customer and marketing officer of AIA Hong Kong and Macau, Melissa Wong has been at the forefront of her company’s efforts to make health and wellness more accessible and relatable to the people of Hong Kong: “It’s really important in Hong Kong,” she says. “As you know, we have a long life expectancy and we want to drive more people to think about health – to go from thinking of life as a number to life as a health span.” 

In light of this, Wong is committed to promoting AIA’s brand and vision. She candidly acknowledges this is no easy task. 

“There’s so much we can choose from, so many initiatives we can do,” she says. “Navigating and evaluating all those options and deciding what exactly we want to do to make a difference for our customers – that’s really been the focus for all of us.” 

She adds that success in this regard lies in being courageous and selecting a few critical initiatives to drive maximum impact. 

“By concentrating on those essential efforts, we can fulfil our brand promise and purpose of helping more people to live healthier, longer and better lives,” she says. Indeed, this philosophy is evident in AIA’s marketing efforts, which have centred around creating personalised, segmented experiences. 

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