© Serviceplan Group 2023
From target group analyses, persona models, social media and search relevance, to extensive data science and market research: we conduct in-depth research, derive insights, and develop the most suitable communication strategy - always aligning with the target group's needs.
We've devised a method for consistently striking the perfect chord: Predictive Content. By continuously analyzing the market and target audiences, we provide data-driven, tailored content. It's captivating, inspirational, surprising.
Even the best content is rendered ineffective if it doesn't get seen, heard and experienced. We make sure that the tailored content reaches its intended audience precisely and contributes effectively to achieving objectives..
The Allgemeine Ortskrankenkasse (AOK) comprises eleven regional AOKs and is one of Germany's largest health insurance companies. Founded in 1884, it currently provides coverage for more than 27 million people - nearly a third of the entire population. Over its 130-year history, the health insurance fund has evolved into the leading health brand.
How do you reach 27 million people with information about preventive health care, and topics on health education and overall well-being? As a public health insurance provider, AOK is legal obligated to educate people. The aim is to inform as many individuals as possible about health issues, to motivate them to adopt healthier lifestyles, and to offer preventive measures to ward off illnesses.
This undertaking presents a challenge due to the need to convey complex content, reach a heterogeneous target group spanning various age groups, educational backgrounds, and interests, and address varying levels of health literacy.
In order to solidify its position as the largest health brand and the authority on health education, AOK must not only maintain but also enhance its visibility and expertise in health-related matters – both online and offline.
Serviceplan is tasked with developing an overarching and integrated content ecosystem that encompasses all relevant channels and delivers content tailored to individual personas.
In order to meet the enormous demand for in-depth health content, we have created an integrated, self-learning system that generates and delivers target group-specific content.
Whether it’s in print, online magazines, or social media – policyholders and individuals interested in health access the relevant content they require: fast, informative and entertaining. In doing so, we empower users to improve their lifestyle in the pursuit of better health..
A content ecosystem of high quality and quantity, resulting in substantial reach across various channels. The cross-channel communication approach thus achieves a high level of target group coverage.
It increased the visibility of AOK’s content to such an extent that the website, for example, ranks among the top 100 domains in Germany. Simultaneously, a credible expert position has been established, providing policyholders and interested parties with ongoing guidance and reference points for health-related inquiries. Additionally, AOK's content campaigns have garnered multiple awards. For example, a campaign addressing the significant topic of nursing care won the German Prize for Online Communication and received gold at the Comprix Awards.
How we work
We ensure that our clients are not only understood, but also heard. To achieve this, we don't create individual pieces of content, but work holistically. We are editors, consultants, strategists, creatives and media experts.
We know our target groups and their preferences. Our stories know no boundaries – which is why we seamlessly share them across all channels. We are online. We are social media. We are print. We are AR/VR. And we are cross-media all at once.
We work performance-oriented and data-driven and know that messages can only make an impact if they are delivered optimally. So, before we get started, we ask the crucial questions of where, what, when and how.
We are integrated. As part of Germany’s largest independent agency network. Our strategic, creative, editorial and media resources are excellent.
Our ethics and integrity are unwavering. We honour the trust of our clients and avoid manipulative practices. Our work is characterized by depth and authenticity.
Our team comprises experts from diverse disciplines, and this wealth of knowledge infuses every project. We are adept at handling sensitive issues and engaging with vulnerable target groups. To achieve this, we work with the utmost care and responsibility.
We want you
Join team Serviceplan
Munich, Hamburg, Berlin, or remote? Your place of work is irrelevant to us, as long as you love good content as much as we do. Check out our open positions and apply.