Reimagining Health: How Singlife is Shaping the Future of Long-Term Care in Singapore
The homegrown insurer’s Reimagine Health initiative is named Outstanding Communications Campaign of the Year at the IPRS PRISM Awards 2025.
As Singapore ages and healthcare costs rise, homegrown insurer Singlife is driving change by innovating products and shaping national health conversations through its Reimagine Health initiative.
Singapore’s rapidly ageing population and escalating healthcare costs are placing mounting pressure on the nation’s long-term care (LTC) system. Recognising this challenge, homegrown insurer Singlife set out to play a transformative role, not just through product innovation but by shaping national discourse on health and care. Its Reimagine Health initiative earned the Outstanding Communications Campaign of the Year at the IPRS PRISM Awards 2025.
Research as the Foundation
At the heart of Reimagine Health was Singlife’s landmark LTC white paper released in 2025. Drawing on two studies on LTC and dementia, original claims data and interviews with industry experts, the paper examined demographic trends, care financing models, and consumer attitudes towards ageing and health. By translating complex data into actionable insights, Singlife positioned itself as a thought leader and sparked meaningful dialogue among policymakers, industry leaders and the public.
Singlife launched a white paper on LTC in Singapore at an event attended by partners from the private and public sectors.
The initiative also introduced several industry-firsts, including Singlife Dementia Cover, Singapore’s first dementia insurance plan, and Singlife Care Collab, an ecosystem partnership providing customers with holistic access to care. The goal was to use deep consumer insights to build awareness, challenge assumptions and create urgency around LTC planning while positioning Singlife as a trusted partner.
Turning Insights into Action
The LTC white paper launch was attended by over 50 partners from the private and public sectors, including the Lien Foundation, Dementia Singapore, the Ministry of Health and the Monetary Authority of Singapore. A highlight was a panel discussion featuring Singlife and sector experts to deepen conversations on Singapore’s LTC future.
Beyond the launch, Singlife amplified its message through industry conferences, forums and mainstream media. Executives shared expertise via LinkedIn posts, interviews, podcasts and radio shows. Targeted media outreach supported product and partnership announcements, while innovative storytelling such as the emotional film “Honest Lies” for Dementia Cover, which premiered on prime-time TV to reach older audiences, played a key role. Partnerships with finance content creators and Singlife’s own social channels extended the campaign’s reach with infographics, explainers and blog articles that made complex topics digestible.
Employee and partner advocacy strengthened the effort. Through the Agency for Integrated Care, financial advisers and employees underwent dementia awareness training, equipping them to engage clients and communities with empathy and knowledge, not just products.
Impact That Matters
Reimagine Health delivered measurable results. It influenced national conversations on health and LTC financing, positioning Singlife as a credible voice in shaping Singapore’s healthcare future. The white paper launch and dementia campaign generated over 57 media articles. There was also strong digital engagement – including over 35,000 likes, 6,000 shares and over 350 comments from a content collaboration with The Woke Salaryman, while blog traffic grew by 278% year-on-year, with long-term care and dementia topics drawing significant engagement.
Singlife won the Outstanding Communications Campaign of the Year award for its Reimagine Health initiative at PRISM Awards 2025.
Customer and partner satisfaction scores rose above industry averages and Singlife earned the “Champion of Good” recognition from the National Volunteer and Philanthropy Centre. In terms of business results, Singlife stood out in a challenging market. Amid premium declines for seven of the top 10 life and non-life insurers, it achieved 5.7% premium growth, according to Singapore Business Review’s Insurance 2024 Rankings.
Singlife was named a Champion of Good by the National Volunteer and Philanthropy Centre (NVPC) in 2024.
A Blueprint for Change
Reimagine Health proves that purpose-driven communications can create both societal and commercial value. For communicators and business leaders, Singlife’s approach offers a blueprint for tackling complex, high-stakes issues. At a time when ageing and healthcare sustainability dominate public policy, brands that lead with insight and authenticity will earn trust and relevance – at the same time, growing their business in ways that lift people and communities.
