Focus on digital performance for new customer acquisition. Classic awareness campaign planned for later in the year.
Hamburg, May 3, 2022. The health insurance fund AOK Rhineland-Palatinate/Saarland entrusts its media budget to the JOM Group, agency for hybrid marketing communications. The media experts prevailed in a multi-stage pitch process and will manage the budget strategically and operationally from the Hamburg and Düsseldorf locations.
For the JOM Group, this is the second independent business area of the AOK that the agency has been allowed to look after in the area of media: JOM has already been responsible for the media strategy, planning, implementation and media purchasing of the AOK Rheinland/Hamburg since 2016.
The holistic marketing communications concept, with which JOM convinced the AOK, focuses on a positive brand image and steady growth in the number of insured. In doing so, the JOM Group pursues a data-driven approach in order to model different customer journeys depending on the individual life situation of the target groups. These measures are expected to be flanked by a hybrid media mix in the second half of the year to achieve additional image impact in the business area.
“Although health is our most important asset and everyone needs health insurance, hardly anyone proactively deals with whether he or she has the optimal partner. It needs an impulse to deal with this topic – and we want to provide that. In addition to the approach presented by JOM, we were particularly impressed by the team’s consulting services. We need a partner who critically scrutinizes, identifies weaknesses and then acts in a solution-oriented manner. With JOM, we now have exactly this expertise at our side,” says Udo Hoffmann, Representative of the Board of AOK Rhineland-Palatinate/Saarland – Die Gesundheitskasse.
Dustin Tschentscher, Director Digital Media Consulting adds: “The health insurance industry is becoming increasingly digital, which also leads us to new approaches in the regional playout of advertising messages in this environment. We can pick up on the various impulses needed to engage with GKV very well in both classic and digital, and thus replicate the customer journey of a potential new customer. We are very pleased that we have now convinced another state AOK, AOK Rhineland-Palatinate/Saarland, of our approaches.”