AOK Customer Magazine on Course for Success Thanks to the Successful Partnership with Produkt + Markt

However, the question arose as to how effectively the various target groups can be addressed and their different needs and desires met. To analyze this comprehensively, an integrated concept consisting of several tools was developed and implemented.
 

• Brand|25: Discovering customer desires.
• Effectiveness measurement: To verify acceptance and conduct reach analysis.
• Cover tests: To optimize the cover design and make it appealing to readers.
• Copy tests: To evaluate visual and content quality, ensuring the relevance and quality of the content.

The "BRAND|25" tool serves as the foundation for targeted communication with select target groups. It is an efficient instrument that encourages participants to reveal their conscious and unconscious brand perceptions and evaluations. This is achieved through the use of creative techniques and deep psychological methods.

BRAND|25 operates within a structured process where 25 participants are divided into 5 small groups. After a brief warm-up, they go through 5 stations in varying sequences, each led by a facilitator. Each station evaluates a different aspect of the brand, from the BrandRace, which gathers terms related to the brand, to the BrandAd, where a TV spot is developed. Finally, the BrandWalk allows for analysis of all 5 stations.
Through the use of Brand|25, the team was able to delve into the core aspects of the brand, thereby establishing a solid foundation for communication with various target audiences.

The innovative market research concept not only impressed in practice but also at the Best of Corporate Publishing Awards 2015, where it secured first place in the CP Impact category!
The jury's expert opinion was full of praise and emphasized the importance of the research system. They declared "bleibgesund" exemplary in terms of impact measurement, with a high-quality, content-rich concept whose results enable successful further development of the involved media.

This success was largely the result of the fruitful collaboration between Produkt + Markt, the experts of the AOK-Bundesverband, and the wdv group. Together, they have created a customer magazine that is not only informative but also addresses the individual needs of its diverse readership.

Produkt + Markt has already expressed its delight over the successful partnership and looks forward to continuing their collaboration optimistically, aiming to continually improve the magazine and strengthen its market position.