Communications strategy

Central Krankenversicherung

Dynamic, flexible and closer to the clients: Central Health Insurance, one of the biggest private health insurers in Germany, repositions itself in 2006.

Background
The Central brand identity is overhauled to reflect the brand values of agility, empathy and transparency. rheinfaktor is commissioned to develop a claim that communicates Central’s new philosophy externally and motivates internally.

Strategy
The claim should symbolize the motivation that the business and the employees gain from the repositioning and express Central’s deep commitment and responsibility towards its clients and their health.

Result
“Health Moves Us” sums up the new positioning in just three words. The claim encapsulates how the company sees itself and is used as the central idea for collective communication.