AOK Bayern relies on JOM Group for forward-looking media strategy

Data-driven campaign approach maps individual customer journeys of the health insurers’ heterogeneous target groups

Hamburg, 23 May 2024 – This is the third coup: After the health insurance companies AOK Rheinland/Hamburg and AOK Rheinland-Pfalz/Saarland, the JOM Group, agency for hybrid marketing communication, has also secured the cooperation with AOK Bayern as a media agency partner. Thanks to their strategic approach and expertise in the healthcare sector, JOM’s media experts prevailed in the multi-stage pitch process, which was accompanied by the pitch consultancy Francis Drake.

Since March 2024, the budget has been managed strategically and operationally by JOM’s Munich branch, in close cooperation with colleagues at the Hamburg headquarters. AOK Bayern is the third state AOK for which the agency group has taken over the consulting, conception and implementation of the media strategy as well as media buying: the agency has been working for AOK Rheinland/Hamburg since 2017 and has also been responsible for the media budget of AOK Rheinland-Pfalz/Saarland since 2022.

JOM will now implement a holistic marketing communications concept for the Bavarian business area that positions AOK Bayern as the right partner for health issues for existing and potential members. To achieve this, the agency is relying on a broad, regionally orientated and target group-specific media mix of classic and digital communication channels. The focus is on specifically addressing individuals from the health insurance company’s diverse, heterogeneous target groups. The JOM Group pursues a data-driven approach in order to model various customer journeys with a view to the individual circumstances of the target groups.

“The healthcare market has changed significantly in recent years and new communication channels have opened up to reach various target groups at new touchpoints. Accompanying a brand on this path of target group development and positioning is a very exciting task for us,” adds Dustin Tschentscher, Member of the JOM Group Management Board. “The particular challenge here is to position the AOK Bayern brand as a strong companion in the right context, which we have already done very well for AOK Rheinland/Hamburg and AOK Rheinland-Pfalz/Saarland. We are therefore very pleased that we were able to convince another state AOK of our expertise – and of course we look forward to the future collaboration between the teams.”