Customer-centred content marketing

Health insurance companies face a variety of challenges due to limited opportunities for differentiation in terms of product and price, the increasing individualisation of communication and tough competition. A key success factor here is differentiation through customer centricity, inspiring customer experiences and relevant communication. With this in mind, we are developing target group-centred content marketing measures with our client, a German health insurance company, in order to make communication relevant and inspiring.

We are designing a three-day digital design thinking workshop with the aim of developing target group-centred content marketing measures on the topic of „pain“.

In order to utilise the customer's collective knowledge and consolidate all relevant information for defining the problem space, the participants collect content for a digital knowledge gallery in advance. To this end, interviews are conducted with target group representatives and prepared in the form of an empathy map. The qualitative data is backed up by quantitative data in the form of numerous studies.

In the first phase, we use this data to develop a deep understanding of the target group and formulate the design challenge to solve the identified problems. In the ideation phase, we use various creative techniques to quickly come up with many ideas for solving the problem based on the wishes and needs of the personas. Finally, we identify the ideas with the greatest added value for the customer and derive idea concepts, journey maps and storyboards. We test these prototypes in iteration rounds and co-creation sessions with the target group representatives in order to quickly generate feedback and test weak points so that these findings can be incorporated into further development.

Three concepts for target group-centred content measures that address the problems and needs of the target group and represent real added value for the health insurance company's communication. In addition, the concepts demonstrate the health insurance company's communicative innovative strength and employees are empowered to think and develop marketing in a customer-centred way.