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Best Practice in Corporate Publishing




                           Best Practice in
                         Corporate Publishing

                           A custom-made communication system
                                  innovative for 50 years



                                                     20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   1
Best Practice in Corporate Publishing



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




                                                     20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   2
Best Practice in Corporate Publishing



About our product
  Bleibgesund started exactly 50 years ago with 1 magazine for
  all AOK-customers...




                                                    20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   3
Best Practice in Corporate Publishing



About our product
.
... developed to a complete product family

                                         pensioners               children




                                                   Costumer
adults, aged 25 years to                        Life-Time-Cycle                         young people
retirement
                                                   Magazines




                       job beginners                                   students




                                                                    20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   4
Best Practice in Corporate Publishing


Custom-made mass communication in 6 steps
Initial 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

                                                       Bleibgesund Plus
                                                       Circulation:
                                                       ca. 4.4 mil. per issue
                                                       Frequency: Six times a year for
                                                       pensioners
                                                       Volume of pages: 32-60




                                              20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   5
20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   6
Best Practice in Corporate Publishing


Custom-made mass communication in 6 steps
Initial 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

                                                       Bleibgesund Plus
                                                       Circulation:
                                                       ca. 4.4 mil. per issue
                                                       Frequency: Six times a year for
                                                       pensioners
                                                       Volume of pages: 32-60




                                              20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   7
Best Practice in Corporate Publishing


Custom-made mass communication in 6 steps
2. step: Regionalization




Bleibgesund

Circulation ca. 6.6 mil. per issue
15 different regional issues with individually designed and composed
  volume
  content
  layouts
                                                                 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   8
Best Practice in Corporate Publishing


Custom-made mass communication in 6 steps
3. step: Localization




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


                                                                   20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   9
Best Practice in Corporate Publishing


Custom-made mass communication in 6 steps
4. step: Supplements and additional products for specific target groups




For example AOK Baden-Württemberg
Regional issue Bleibgesund including regional topics:
 + local news section
 + „jojo“-magazine for children: 22.000 households




                                                        20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   10
Best Practice in Corporate Publishing


Custom-made mass communication in 6 steps
5. step: Supplements for people with specific indications




For example AOK Baden-Württemberg
Regional issue Bleibgesund including regional topics:
 + local news section
 + jojo
 + supplement „Curaplan“ for diabetics: exactly 400 households recieve this package



                                                               20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   11
Best Practice in Corporate Publishing



Custom-made mass communication in 6 steps
6. step: Personlized cover mailings




                                                                   Exactly         3
                                                                              customers recieve
                                                                   this media-package
For example AOK Baden-Württemberg
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.)


                                                                    20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   12
Best Practice in Corporate Publishing


Additional print-products
Infothek Bleibgesund: Background and special information about
different health topics




                                            20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   13
Best Practice in Corporate Publishing



Additional online-platforms for interactive user
Internet health portal www.aok.de

                                        Health-Navigator with a nationwide cover
                                        and 15 regional portals for the affiliated
                                        AOKs

                                        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




                                         20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   14
Best Practice in Corporate Publishing



Customer crossmedia communication system
                                        Magazines
                                                                                       Online-platforms
       Broschures




Dialogue-marketing/                                                                                      Mobile-
Mailings                                                                                                services
                                                                       Web-TV




                                                    20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   15
Best Practice in Corporate Publishing



Effective Corporate Publishing with Bleibgesund

  3    results of the market research:
 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!


                                                                 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   16
Best Practice in Corporate Publishing




         Thank you for
           your attention :-)


                                        20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   17
Best Practice in Corporate Publishing



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: k.stiehl@wdv.de
www.wdv.de




                                          20. September 2010 | Redaktion Bleibgesund | Kai Stiehl   18

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Presentatie kai stiehl

  • 1. Best Practice in Corporate Publishing Best Practice in Corporate Publishing A custom-made communication system innovative for 50 years 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 1
  • 2. Best Practice in Corporate Publishing 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 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 2
  • 3. Best Practice in Corporate Publishing About our product Bleibgesund started exactly 50 years ago with 1 magazine for all AOK-customers... 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 3
  • 4. Best Practice in Corporate Publishing About our product . ... developed to a complete product family pensioners children Costumer adults, aged 25 years to Life-Time-Cycle young people retirement Magazines job beginners students 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 4
  • 5. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps Initial 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 Bleibgesund Plus Circulation: ca. 4.4 mil. per issue Frequency: Six times a year for pensioners Volume of pages: 32-60 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 5
  • 6. 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 6
  • 7. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps Initial 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 Bleibgesund Plus Circulation: ca. 4.4 mil. per issue Frequency: Six times a year for pensioners Volume of pages: 32-60 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 7
  • 8. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps 2. step: Regionalization Bleibgesund Circulation ca. 6.6 mil. per issue 15 different regional issues with individually designed and composed volume content layouts 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 8
  • 9. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps 3. step: Localization 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 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 9
  • 10. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps 4. step: Supplements and additional products for specific target groups For example AOK Baden-Württemberg Regional issue Bleibgesund including regional topics: + local news section + „jojo“-magazine for children: 22.000 households 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 10
  • 11. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps 5. step: Supplements for people with specific indications For example AOK Baden-Württemberg Regional issue Bleibgesund including regional topics: + local news section + jojo + supplement „Curaplan“ for diabetics: exactly 400 households recieve this package 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 11
  • 12. Best Practice in Corporate Publishing Custom-made mass communication in 6 steps 6. step: Personlized cover mailings Exactly 3 customers recieve this media-package For example AOK Baden-Württemberg 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.) 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 12
  • 13. Best Practice in Corporate Publishing Additional print-products Infothek Bleibgesund: Background and special information about different health topics 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 13
  • 14. Best Practice in Corporate Publishing Additional online-platforms for interactive user Internet health portal www.aok.de Health-Navigator with a nationwide cover and 15 regional portals for the affiliated AOKs 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 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 14
  • 15. Best Practice in Corporate Publishing Customer crossmedia communication system Magazines Online-platforms Broschures Dialogue-marketing/ Mobile- Mailings services Web-TV 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 15
  • 16. Best Practice in Corporate Publishing Effective Corporate Publishing with Bleibgesund 3 results of the market research: 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! 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 16
  • 17. Best Practice in Corporate Publishing Thank you for your attention :-) 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 17
  • 18. Best Practice in Corporate Publishing 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: k.stiehl@wdv.de www.wdv.de 20. September 2010 | Redaktion Bleibgesund | Kai Stiehl 18