Redefining assistance
Dr Pınar Samut, Medical Director at Marm Assistance, talks to ITIJ about the transformative power of new technology
What investments has Marm Assistance made in the latest technology to enhance its medical cost containment process?
At Marm Assistance, technology is not an accessory but a foundation for transformation. Our investment in artificial intelligence (AI)- based MCC (Marm Cost Containment) has cut routine file handling from an average of 30 minutes to just a few minutes. This step has liberated our physicians from administrative loops and redirected their expertise toward clinical oversight and negotiation.
We also introduced AI-powered proforma automation, turning thousands of cases into near-instant processes and eliminating one of the most time-consuming bottlenecks in assistance. Combined with our Automated Dispatch Process and AI Agent technology, we now operate with seamless 24/7 responsiveness, multilingual capacity, and scalable efficiency.
What differences are you seeing in your medical case management costs as a result of this investment?
The transformation is visible at every level. Automation has delivered double-digit savings in back-office resources and freed up entire workforces that were previously tied to repetitive tasks. More importantly, the rhythm of case management has changed. Files move faster, physicians concentrate on complex interventions, and outcomes are both quicker and more consistent.
The ripple effect is profound. When our internal costs come down, insurers and patients experience the benefit directly through leaner bills, faster resolutions, and fewer barriers in the process. What once felt like a defensive exercise in cost containment is now a proactive journey of shared efficiency.
We now operate with seamless 24/7 responsiveness, multilingual capacity, and scalable efficiency
How do you balance the role of AI with the role of your valuable medical professionals who share their experiences and expertise in both clinical and cultural interventions?
AI is our precision instrument while our people are the soul of the process. Algorithms can optimise, predict, and execute, but they cannot replace judgment, empathy, or cultural understanding. We have designed our model so that AI clears the path and physicians step in where humanity is irreplaceable.
By letting AI take over the repetitive and predictable, our professionals are elevated into roles of greater impact, handling complex medical decisions, building trust with families, and ensuring that cultural nuances are respected in every interaction.
Looking ahead, how do you envisage the role of AI transforming the delivery of international healthcare services and payment solutions?
We believe AI will redefine assistance into a model that is real-time, borderless, and seamless. Picture AI agents conversing in any language at any hour, predictive dashboards revealing cost-benefit in real time, and payment flows so frictionless that claims move with the same fluidity as care.
The true revolution lies in trust. Faster resolutions, transparent processes, and measurable savings inspire confidence across the entire value chain from insurers to patients. AI does not diminish the human role; it magnifies it by allowing professionals to focus where their expertise is most valuable.
About Marm Assistance
Marm Assistance, Türkiye’s first independent assistance company, has been a leader in medical, roadside, and travel assistance for over 38 years. With its extensive service network and innovative approach, it prioritises customer satisfaction and operational efficiency, delivering seamless, highquality solutions tailored to evolving industry needs.
Dr Pınar Samut
Medical Director, Marm Assistance
Dr Samut was born in Istanbul in 1979. She graduated from the Cerrahpaşa Faculty of Medicine at Istanbul University and completed her residency in cardiovascular surgery at Siyami Ersek Hospital. After serving as an Assistant Professor at Yeditepe University, she began focusing on occupational health in 2015, combining her academic expertise with corporate wellbeing leadership.
November 2025
Issue
In this issue of ITIJ we look at current travel patterns to and from the US and Europe, take a close look at the Italian healthcare system, and examine how insurers are adapting policies and coverage to manage weather-related challenges.
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The Editorial Team updates the ITIJ website daily, and works on features for the print edition. With expert industry knowledge and years of experience in writing about complex travel insurance issues, the Editorial Team is ready to investigate and report on the topics that matter most to ITIJ's readers.
