What do you expect from your health insurance fund?

Question

The Partena health insurance fund has always positioned itself as a challenger and innovator in the static health insurance market. At one point, however, it became clear that its brand awareness needed to go up. And that’s not surprising. The general awareness around health insurance funds is limited: we only change when we are really dissatisfied or when we get a strong recommendation from someone else. How to reverse this trend and draw public’s attention to Partena as an outstanding health insurance fund?

Answer

Instead of  assuming that we have a ready answer for everyone, we decided to listen to people’s individual needs. Working with an insight that since we all expect something different from life, we all must expect something different from our health insurance fund. We launched a campaign built around an open question: what do you expect from us?

Answers and stories started flowing in. Pilar is a young mother who had preventive double mastectomy because of a heightened genetic risk for breast cancer. Thomas is fighting lymphoma and still expects a lot from life. Hanne wants to earn a living, even with autism. And then there is Magali, Hubert, Amina, Ghislaine, Jeroen, Liesbeth, Sven … 

The whole country paid attention thanks to a sophisticated media and storytelling strategy.

Results in figures in 3 months:

But even more importantly…

And so, the Partena health insurance fund – by truly listening to its customers – became so much more than a health insurance fund, a sympathetic ear and a partner for life through the good times and the bad.