Together for Your Health

Together everything is easier – not least where health issues are concerned. Sanitas’ collaboration with strong partners throughout Switzerland aims to make staying healthy and becoming healthy easier. A large health network not only provides more offers and better solutions for customers, but also a more efficient and therefore future-oriented health system. Based on this DNA we have developed for Sanitas the communicative guiding principle “Together for Your Health”. This also serves as the foundation for the cross-channel communicative strategy.

Sanitas’ updated brand image reflects the communicative guiding idea. The unchanged logo in a two-toned version plays with the concept of contrasts that symbolizes togetherness and a proximity to customers and persons. Contrasts that generate a force, create emotions and engender new solutions. 

Sanitas’ made-over color palette has been augmented with a high-grade dark green and bright red to provide extra luminosity and make the brand appear younger and more agile. The print typography used in the new approach is bolder and clearer: the script has been designed in noticeably larger print and contains less text. Significant expressions are two-toned to underline significance and create a higher recognition factor.

Various print applications such as brochures and fact sheets are receiving a light makeover to align them with the new brand image. Sanitas’ digital application has been given a gentle facelift as well and now features a stronger use of print typography and presents itself with a modernized color palette.

Just as the design system, the imagery is also characterized by contrasts. Light and shade generate tension, create moments and emotions. An interplay between light and dark, lively visual compositions, natural blurriness and perpectives give the characters a natural and authentic appearance and turns every image into a distinctive Sanitas image. As a style element light provides focus, highlights visual details and accentuates emotions. The new comprehensive imagery incorporates treatment situations and medical personnel into the new Sanitas image style.

To anchor the new Sanitas appearance emotively in the viewer’s mind, we are placing a 45-second image spot at the outset of the TV campaign. The spot was concepted and produced in collaboration with Dutch film producer, Bram van Alphen, who is known internationally for the high emotional content of his films. Furthermore a 25-second spot as well as several broad spectrum 10-second clips featuring specific sales issues will be utilized – ranging from supplementary hospital insurances across to the latest basic Swiss health insurance plans in collaboration with Medbase. Together, the image and performance campaigns complement each optimally.

The widespread DOOH campaign draws attention to the qualitatively high-end and attractively priced range of services in heath insurance; various subjects additionally help transport Sanitas’ new image.

The different landing pages on digital channels ensure that potential customers are met at the precise topics and needs relevant to them. A comprehensive retargeting strategy leads possible consumers discreetly along their specific interests and customer journeys to the appropriate offer.

For Sanitas “Together for Your Health” also means: together with every single person in Switzerland. In order to transport this inclusive approach in an authentic manner, journalists will interview people throughout the country about their healthy habits and their wishes regarding health and health insurances. Various sport and lifestyle influencers will also be interviewed and these will go on to share their exchanges with their communities.

Together has never been more important
The 2020 crisis around the coronavirus outbreak has shaken community life to its core. Rooted in partnership, the DNA of Sanitas becomes more vital than ever: together has never been more important. Those who care for their health and strengthen their immune system feel better. But the benefit goes beyond that of single individuals: together they contribute to the wellbeing of the entire community as well as to a healthier future for everyone.

As health partner Sanitas provides an innovative health offering to support the Swiss population during these incredibly challenging times – whether for relaxation, healthy nutrition or more movement at home. A new TV commercial as well as short videos across digital and social media underline this new understanding of togetherness and guide the audience to a landing page that presents the health offering.

Sanitas campaign 2020
Customer satisfaction is a top priority for Sanitas. With its innovative, digital solutions the health insurance simplifies access to health for its customers. With its strong partnerships it supports customers in leading healthier lives, as being part of a large health network means more and better health solutions for everyone. Together everything is easier, also when it comes to health.

Sanitas’ commitment to its customers’ health is being recognized: in the 2020 comparis’ survey around customer satisfaction the health insurance takes the first place by being awarded the top score 5.4.

Besides communicating the brand’s attitude towards togetherness and the awarded customer satisfaction top score via OOH, DOOH and online video formats, the omnichannel campaign includes a performance-driven component with specific offering pushed via digital and social channels that drive potential customers to insightful topic-related landing pages.

Website: sanitas.com