Branded utility by Health Insurance Company

Achmea, the biggest health insurance company in Holland is searching for new ways to compete with the competition. The battle on the price has been fought in the previous years. So the next logical step for brands is to differentiate on the level of service in orde to build loyalty AND to attract new customers based on another proposition than being the cheapest in the market. Achmea has found a very clever way to combine both. According to the Dutch newspaper Het Parool, Achmea is setting up 27 Health Centra across the country. Achmea customers can use these facilities at a much lower cost than competitor health centra. The brilliant idea behind this is that Achmea is hoping to convince the most profitable prospects and clients to come over and stay at Achmea. The most profitable client for a health insurance company are exactly those people who work out on a regular basis. That's very clever branded utility.

You probably know Achmea from their brilliant series of commercials "Even Apeldoorn bellen".