AOK Rhineland/Hamburg: Understanding and Reaching Target Groups

Case Study: Comprehensive insights into potential new customers thanks to in-depth target group analysis

The insights we’ve gained about our target audiences have helped us understand our customers and potential new customers even better. Civey offers a variety of services all under one roof. This provides AOK with many operational benefits and saves time.
Dirk Hennes, Head of the Marketing Department at AOK Rheinland/Hamburg

Understanding a company’s target audiences and their interests is crucial to its success. Therefore, services should be developed based on customer preferences, and new product ideas should be tested with potential target audiences. For the health insurance provider AOK Rheinland/Hamburg, Civey provided important insights into potential new customers and possible incentives for switching health insurance providers.

AOK Case Summary

The Starting Point: Member Acquisition Through Data-Driven Insights

AOK Rheinland/Hamburg has more than three million insured members, making it the eighth-largest health insurance provider in Germany at present. As a health insurance provider operating in a competitive market, it is interested in attracting new members. Given the competitive landscape in the health insurance market, it is essential to gain an even deeper understanding of the needs of potential policyholders.

The Goal: Effective Communication Through a Deep Understanding of Target Groups

The clear goal is to better understand the various target groups. What defines each target group? How do they live and work? What attitudes and behaviors characterize them? And what are the reasons for switching health insurance providers? These insights will be used in the future to develop communication strategies.

Our Solution: Comprehensive Target Audience Analyses

Civey provides AOK Rheinland/Hamburg with extensive real-time data on various target audiences. The range of services includes, among other things:

Target audience analyses of health insurance policyholders willing to switch providers, enabling a detailed comparison of target groups based on various sociodemographic factors, education and occupation, leisure activities, consumer and media behavior, as well as values and attitudes.

Surveys on health insurance policyholders’ satisfaction, the most important factors in choosing a health insurance provider, and potential reasons for switching.

Furthermore, there was a focus on policyholders’ preferred methods of contact with the health insurance provider in order to tailor customer service accordingly.

All of this has led to increased success for AOK.

Do you need a target group analysis for your communications or product development?

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