When the leaves fall, the premiums rise
Health insurance companies Changes to the Health Insurance Act are forcing policyholders to swallow particularly bitter premium pills this year. Despite this, the health insurance companies are hardly writing any new prescriptions for their fall communication.
Health insurance companies Changes to the Health Insurance Act are forcing policyholders to swallow particularly bitter premium pills this year. Despite this, the insurance companies are hardly writing any new prescriptions for their autumn communication. When the new health insurance cards arrive in October, the faces of Mr. and Mrs. Swiss will get longer and longer. In addition to the now obligatory increase in premiums, changes to the Health Insurance Act (KVG) will also come into effect this year, which could really hit the fan: An increase in the deductible, the minimum deductible and a standardization of the premium regions. Premiums can rise by up to 50 percent. For many insured persons, this is a reason to look for a new insurer. Despite these upheavals, the insurance companies see no reason to adjust their advertising to the public. This fall, too, they are polishing their image - after all, every insurer wants to create a healthy impression. Only the health insurance giant Helsana, which has been cooking on a low communication flame in recent years, is taking the KVG changes as an opportunity to give itself a new advertising outfit. The poster campaign from Wirz is intended to inform existing and potential customers about Helsana's special benefits. The key visual of the campaign is a bandage tied around various objects to draw attention to a specific product. "Who else will look after your sick child?" asks the slogan next to the connected teddy bear, for example. "With around 1.4 million members, it was important to create a campaign that everyone could understand," explains CD Matthias Freuler.
Market niche TwensCSS has come up with a "novelty in the insurance market": the Lucerne-based health insurer has expanded its portfolio to include Spital20 hospital insurance especially for young people up to the age of 30. This offers young adults more freedom in their choice of doctor and hospital for less money. The new product is intended to "close the gap between childhood and one's own family", emphasizes Christof Wirthlin, consultant at Pinx, the agency responsible for the product. Parallel to the product launch, CSS is continuing to focus on families in the basic campaign and is also relaunching the commercial that was also designed by Pinx last year.
The former SBB health insurance company Atupri is also reviving last year's fall campaign from the Bern-based agency Fruitcake. However, with a smaller budget, as agency co-owner and CD Lahor Jakrlin confirms. According to Jakrlin, the winner of the Cash-Kassen rating enjoys annual customer growth of five to ten percent, which he attributes to the quality of its services. The advertising slogan "Atupri has many friends" for the cash register, which advertises with the clown Linaz, therefore seems to have been confirmed for the time being.
"Life happens", proclaimed Concordia and its in-house agency Ottiger & Partner, both based in Lucerne, last year. The health insurer launched its fall campaign with an almost identical implementation but a new agency. "After almost ten years of working together, we wanted to take a new approach," says Concordia GL member Hans-Rudolf Castell, explaining the change. Felder und Vogel, Lucerne, is responsible for the current subjects. The elements introduced a year ago - black and white images and the corporate colors orange and blue - have been retained. Castell: "The tonality of the campaign is very similar, but the messages are a little more pointed."
The Winterthur agency Partner & Partner for Wincare is also based on the content of last year's website. However, the implementation for the "Winterthur" health insurance company had to be adapted to the newly designed face of the entire group. This fall, as every year, health insurers are dominating billboards and advertising spaces with their image campaigns. One health insurer, however, sees no need to become active at the usual time for the industry: KPT in Berne has already experienced the peak of its advertising year with the launch of its online platform at the beginning of this year.
Only Helsana came up with a completely new campaign this year.
Pinx advertisement for the new CSS product Spital20: young people addressed.
Simone Keller
Market niche TwensCSS has come up with a "novelty in the insurance market": the Lucerne-based health insurer has expanded its portfolio to include Spital20 hospital insurance especially for young people up to the age of 30. This offers young adults more freedom in their choice of doctor and hospital for less money. The new product is intended to "close the gap between childhood and one's own family", emphasizes Christof Wirthlin, consultant at Pinx, the agency responsible for the product. Parallel to the product launch, CSS is continuing to focus on families in the basic campaign and is also relaunching the commercial that was also designed by Pinx last year.
The former SBB health insurance company Atupri is also reviving last year's fall campaign from the Bern-based agency Fruitcake. However, with a smaller budget, as agency co-owner and CD Lahor Jakrlin confirms. According to Jakrlin, the winner of the Cash-Kassen rating enjoys annual customer growth of five to ten percent, which he attributes to the quality of its services. The advertising slogan "Atupri has many friends" for the cash register, which advertises with the clown Linaz, therefore seems to have been confirmed for the time being.
"Life happens", proclaimed Concordia and its in-house agency Ottiger & Partner, both based in Lucerne, last year. The health insurer launched its fall campaign with an almost identical implementation but a new agency. "After almost ten years of working together, we wanted to take a new approach," says Concordia GL member Hans-Rudolf Castell, explaining the change. Felder und Vogel, Lucerne, is responsible for the current subjects. The elements introduced a year ago - black and white images and the corporate colors orange and blue - have been retained. Castell: "The tonality of the campaign is very similar, but the messages are a little more pointed."
The Winterthur agency Partner & Partner for Wincare is also based on the content of last year's website. However, the implementation for the "Winterthur" health insurance company had to be adapted to the newly designed face of the entire group. This fall, as every year, health insurers are dominating billboards and advertising spaces with their image campaigns. One health insurer, however, sees no need to become active at the usual time for the industry: KPT in Berne has already experienced the peak of its advertising year with the launch of its online platform at the beginning of this year.
Only Helsana came up with a completely new campaign this year.
Pinx advertisement for the new CSS product Spital20: young people addressed.
Simone Keller
