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1 2 3 4 5 6 Due to the transformation within the health system targeted customer loyalty is also playing an increasingly significant role for health insurance funds. For AOK Westfalen-Lippe Standpunkt Kommunikation therefore developed a direct marketing concept for the care of “Best of” members within the health insurance fund.
At the forefront of the campaign is the reinforced focus on addressing “Best of” customers to increase customer loyalty for the insurer. The insurance customers should at the same time be introduced to the concept of informative and continuous preemptive health care.
A regular self mailer campaign was developed for the awareness generating address of key accounts, which offers an incentive scheme in addition to targeted information on relevant health themes, thus actively involving the customers in the communication. This also includes the call or collection of relevant incentives by the insurance members.
With the active and dialogue oriented mailing campaigns an innovative address can be realised as well as strengthening of customer loyalty to their regional branch.
