Alex Schmid: Dialogue concept for Helsana Business
The Alex Schmid agency in Zollikon has developed a dialog and creative concept for Helsana's corporate customer division. As a special feature, the customer is to have the floor.
The insurance business thrives on the satisfaction of its customers, especially the corporate customer business, according to a statement. Alex Schmid has therefore developed a new concept for Helsana's corporate client business that places the customer at the center of the dialog. Unlike usual testimonial approaches, the target groups here are segmented according to size and needs.
The new communication in Helsana's corporate customer business takes place via segment-specific dialog measures - divided into startups, small businesses, medium-sized and large companies, and adapted to the contact points relevant to the target group. Another point: Helsana's sales regions draw most of the measures with their name. This allows them to leverage their geographic proximity to potential corporate customers in a targeted manner. In addition, the decentralized, modular mix of measures is designed to increase their efficiency.
The basic strategic idea behind the new dialog and creative concept is also expressed in the creation: For example, Helsana corporate customers primarily talk about themselves and not about Helsana. Furthermore, the message is not addressed to all companies, but only to those with the same needs and demands. In this way, Helsana benefits from the credibility and authenticity of the statements.
Responsible at Helsana: Christine Gross (Sales Promotion/Advertising). Responsible with Alex Schmid: Alex Schmid (overall responsibility), Sabrina Bjöörn (strategy), Sabina Baur (concept/consulting); Sara Meier (text), Daniel Stüdeli (design), Matthias Studer
(Photo).
