抱歉，本文中文版本正在制作中 Born from the merger of two health maintenance organisations, Helsana is now the leading health insurance provider in Switzerland. The company has been in the headlines over and over for its unconventional solutions and its resolute positions on current health policy issues.
Insurance providers are companies that customers usually perceive only on a virtual level. That makes the materials they use to communicate and create an image in the minds of their clients all the more important. Health maintenance organisations face a particularly daunting task as they are forced to evolve from the payment office of the health system to providers of new, innovative services to offer their customers added value.
Part of Helsana’s mindset is to be the forerunner of this change. But the transformation process demands not only continued development work on the brand with a view to its future position on the market.
It also poses a tremendous challenge for internal change, because the company’s employees need to accept the new identity and communicate it as brand ambassadors.
In a market that will continue to change over the coming years it was important for Helsana to make a clear and confident step fitting to the understanding the company has of itself.
Helsana was born in 1997 from the merger of two health maintenance organisations, Helvetia and Artisana. Helvetia was started in 1900 as an unincorporated association; Artisana was founded in 1952. Today everyone has health insurance and their services are a natural part of everyday life. The question is: what are customers going to expect from the leading health insurer in the future?
Changes in society mean customers have new needs, and these require new strategies from their insurance providers to move with the times and anticipate customer requirements. The new look communicates tangibly what the brand stands for today.
The contents, structure, build-up and tonality of the printed media are designed to speak to the various target groups. The overall concept defines these aspects and ensures efficient editing and design implementation of all print media.
New media and new user behavior require new thinking to recognise opportunities for customer information and loyalty. Online media is becoming a key mean of communication for Helsana, and that brings its own set of requirements for addressing customer needs.
“Distinctive positioning on the market requires a clear profile, both inside and out. The solution we developed together achieves that. The new look shows the values our brand stands for: reliable, committed and distinctive. That prepares us to face the future.”
Rob Hartmanns, Head of Corporate Communications Helsana
