presentatie kai stiehl

120. September 2010 | Redaktion Bleibgesund | Kai Stiehl

Best Practice in

Corporate Publishing

A custom-made communication system

innovative for 50 years

Best Practice in Corporate Publishing


About our client

The AOK:

Largest Health Insurance System in Germany (24 million members)

Organized in 15 seperate companys according to the federal state structure in

Germany and one umbrella company




About our product

Bleibgesund started exactly 50 years ago with 1 magazine for

all AOK-customers...


About our product.

adults, aged 25 years to

retirement

job beginners

young people

childrenpensioners

students


Costumer

Life-Time-Cycle

Magazines

... developed to a complete product family


Bleibgesund Plus

Circulation:

ca. 4.4 mil. per issue

Frequency: Six times a year for

pensioners

Volume of pages: 32-60


Custom-made mass communication in 6 stepsInitial situation: Great and heterogenous target group

Bleibgesund

Circulation:



people aged 25 to retirement


1. step: splitting the target group


Bleibgesund Plus

Circulation:



pensioners



Custom-made mass communication in 6 stepsInitial situation: Great and heterogenous target group

1. step: splitting the target group

Bleibgesund

Circulation:



people aged 25 to retirement



15 different regional issues with individually designed and composed

volume

content

layouts


Bleibgesund

Circulation ca. 6.6 mil. per issue

Custom-made mass communication in 6 steps2. step: Regionalization



For example AOK Baden-Württemberg

Regional issue Bleibgesund:

1.3 mil. circulation per issue

including regional topics

+ individualized by specific local news sections in up to 14 versions

Custom-made mass communication in 6 steps3. step: Localization


4. step: Supplements and additional products for specific target groups


Regional issue Bleibgesund including regional topics:

Custom-made mass communication in 6 steps


+ „jojo“-magazine for children: 22.000 households

+ local news section







+ jojo

+ supplement „Curaplan“ for diabetics: exactly 400 households recieve this package

5. step: Supplements for people with specific indications





Exactly 3 customers recieve

this media-package



+ jojo

+ supplement „Curaplan“ for diabetics: 400 households

+ personlized cover mailings for direct sales (special offers, events etc.)

6. step: Personlized cover mailings



Additional print-productsInfothek Bleibgesund: Background and special information about

different health topics



Health-Navigator with a nationwide cover and 15 regional portals for the affiliated AOKs

Additional online-platforms for interactive userInternet health portal www.aok.de

Target group: AOK-members, members of other health insurances and co-operation partners of the AOK

Topics: In coordination with the magazines updated and background information about health, medicine, AOK-campains and special offerings

Specific platforms for separate target groups and campains like www.aok.de/kids, www.jonet.de or www.abnehmen-mit-genuss.de


Customer crossmedia communication system


Web-TV

Magazines

Dialogue-marketing/

MailingsMobile-

services

BroschuresOnline-platforms


Effective Corporate Publishing with Bleibgesund

3 results of the market research:


1. The readers recognize Bleibgesund as a regional designed magazine.

Close-by the customer = high customer loyalty

2. The readers felt motivated by Bleibgesund, to take care of their health and they receive useful

tips to help themselves.

Healthy living = less sickness = less costs for the insurance & high customer satisfaction

3. Intensive-readers have a more positive position to the AOK and a higher motivation to

recommend the AOK to other people.

Positive Image = lasting customer loyalty

Bleibgesund is a regular and low priced contact to the customer.

It’s less expensive than ...

- a customer visit,

- a customer call,

- a mailing

The Bleibgesund media-system reduces unecessary customer contacts!


Thank you for

your attention :-)


20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 18

contact:

Kai Stiehl

Siemensstraße 6

61352 Bad Homburg v.d.H.

Fon: +49 (0) 6172 - 670-557

Fax: +49 (0) 6172 - 670-166

E-Mail: [email protected]

www.wdv.de


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