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
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