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AOK Bleib Gesund Magazine, 90 mijoen exemplaren waarvan er max 3 hetzelfde zijn.
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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
220. September 2010 | Redaktion Bleibgesund | Kai Stiehl
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
Best Practice in Corporate Publishing
320. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Best Practice in Corporate Publishing
About our product
Bleibgesund started exactly 50 years ago with 1 magazine for
all AOK-customers...
420. September 2010 | Redaktion Bleibgesund | Kai Stiehl
About our product.
adults, aged 25 years to
retirement
job beginners
young people
childrenpensioners
students
Best Practice in Corporate Publishing
Costumer
Life-Time-Cycle
Magazines
... developed to a complete product family
520. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Bleibgesund Plus
Circulation:
ca. 4.4 mil. per issue
Frequency: Six times a year for
pensioners
Volume of pages: 32-60
Best Practice in Corporate Publishing
Custom-made mass communication in 6 stepsInitial situation: Great and heterogenous target group
Bleibgesund
Circulation:
ca. 6.6 mil. per issue
Frequency: Six times a year for
people aged 25 to retirement
Volume of pages: 32-60
1. step: splitting the target group
620. September 2010 | Redaktion Bleibgesund | Kai Stiehl
720. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Bleibgesund Plus
Circulation:
ca. 4.4 mil. per issue
Frequency: Six times a year for
pensioners
Volume of pages: 32-60
Best Practice in Corporate Publishing
Custom-made mass communication in 6 stepsInitial situation: Great and heterogenous target group
1. step: splitting the target group
Bleibgesund
Circulation:
ca. 6.6 mil. per issue
Frequency: Six times a year for
people aged 25 to retirement
Volume of pages: 32-60
820. September 2010 | Redaktion Bleibgesund | Kai Stiehl
15 different regional issues with individually designed and composed
volume
content
layouts
Best Practice in Corporate Publishing
Bleibgesund
Circulation ca. 6.6 mil. per issue
Custom-made mass communication in 6 steps2. step: Regionalization
920. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Best Practice in Corporate Publishing
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
1020. September 2010 | Redaktion Bleibgesund | Kai Stiehl
4. step: Supplements and additional products for specific target groups
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Regional issue Bleibgesund including regional topics:
Custom-made mass communication in 6 steps
For example AOK Baden-Württemberg
+ „jojo“-magazine for children: 22.000 households
+ local news section
1120. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Best Practice in Corporate Publishing
For example AOK Baden-Württemberg
Custom-made mass communication in 6 steps
+ local news section
Regional issue Bleibgesund including regional topics:
+ jojo
+ supplement „Curaplan“ for diabetics: exactly 400 households recieve this package
5. step: Supplements for people with specific indications
1220. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Best Practice in Corporate Publishing
For example AOK Baden-Württemberg
Custom-made mass communication in 6 steps
Exactly 3 customers recieve
this media-package
Regional issue Bleibgesund including regional topics:
+ local news section
+ jojo
+ supplement „Curaplan“ for diabetics: 400 households
+ personlized cover mailings for direct sales (special offers, events etc.)
6. step: Personlized cover mailings
1320. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Best Practice in Corporate Publishing
Additional print-productsInfothek Bleibgesund: Background and special information about
different health topics
1420. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Best Practice in Corporate Publishing
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
1520. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Customer crossmedia communication system
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Web-TV
Magazines
Dialogue-marketing/
MailingsMobile-
services
BroschuresOnline-platforms
1620. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Effective Corporate Publishing with Bleibgesund
3 results of the market research:
Best Practice in Corporate Publishing
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!
1720. September 2010 | Redaktion Bleibgesund | Kai Stiehl
Thank you for
your attention :-)
Best Practice in Corporate Publishing
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
Best Practice in Corporate Publishing