Transparent Marketing Insights

Health insurance companies currently face numerous challenges: On the one hand, they must comply with a wide range of regulatory requirements and retain members in the long term. On the other hand, they must compete in a highly competitive market while maintaining high cost efficiency.

High-quality data and dashboards provide valuable support for health insurance companies' marketing efforts. They help to understand the needs of insured persons, run targeted campaigns, and measure their success in real time.

In order to make informed decisions and use budgets efficiently, AOK Rheinland/Hamburg has commissioned Telekom MMS to develop and optimize marketing dashboards.

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• Control and transparency over your own data and dashboards in marketing
• Well-founded, data-based decisions and rapid responsiveness to changes
• Continuous optimization of marketing strategy and strengthening of competitiveness

AOK Rheinland/Hamburg approached Telekom MMS with the task of sustainably improving the transparency and control of its marketing activities. The aim of the project was to establish a uniform and comprehensive key performance indicator system in marketing.

To achieve this, existing data and dashboards were to be transferred from an external service provider's system to a future-proof data platform in their own IT environment.

Another focus was the development and refinement of new marketing dashboards that are optimally tailored to the needs of AOK. To this end, the existing dashboards were to be migrated to the new system, continuously optimized, and new dashboards developed.

To overcome these challenges, the project team from AOK departments and Telekom MMS analyzed the current situation and defined a structured project approach with clear milestones.

To implement the project, the experts at Telekom MMS provided a data platform based on the Adverity software solution, secured access rights for AOK employees, migrated the data from the old system to the new, in-house data platform of AOK Rheinland/Hamburg, and adapted the data model in the new system. The focus was on a smooth system changeover and optimal knowledge transfer so that reporting and control processes could continue without interruption.

In the course of the migration, the dashboards were not only technically renewed, but also optimized in terms of system performance and user-friendliness in order to achieve a high level of acceptance among users.

The newly developed role concept will ensure secure access management for all user groups in the future.

In addition, new marketing dashboards tailored to the needs of AOK Rheinland/Hamburg were developed. A workshop and guided interviews formed the basis for incorporating all the insights gained into the technical and visual design and the definition of the necessary data sources.

A comprehensive key performance indicator system complements the dashboards and will bring together all relevant KPIs in the future so that the performance of marketing campaigns can be evaluated and compared across channels. The KPI glossary that was developed creates a uniform understanding and serves as a guide for the marketing teams.

AOK Rheinland/Hamburg benefited from the continuous support of Telekom MMS throughout the entire project – from technical implementation and clarification of technical questions to the introduction of the new dashboards.

The result of the collaboration: AOK Rheinland/Hamburg's control over its marketing data and dashboards strengthens its competitiveness. By transferring and optimizing its marketing dashboards, AOK Rheinland/Hamburg can now manage its own marketing activities much more efficiently and in a more targeted manner.

The marketing teams benefit from a clear, centralized database and consistent views that bring together the most important insights from previously isolated marketing tools such as Meta Ads, Google Ads, and Adobe Analytics.

Contradictory data and manual effort are significantly reduced. Thanks to improved data quality and real-time updates, the teams at AOK Rheinland/Hamburg can make data-based decisions more quickly.

Up-to-date and complete information is available at all times for monitoring and analysis. In addition, transparency and cross-departmental collaboration are promoted, as all teams have access to the same, uniformly defined key figures. The key figure system developed by Telekom MMS, in combination with the KPI glossary, makes the success of marketing campaigns and channels measurable and traceable.

AOK Rheinland/Hamburg now has a sound basis for decision-making, enabling it to target its marketing activities more precisely and adapt them to market changes in a more flexible and cost-efficient manner. Automatically generated reports also save time and reduce the workload for teams involved in campaign evaluation. This results in continuous optimization of the marketing strategy.

AOK Rheinland/Hamburg is a health insurance fund based in Düsseldorf and Hamburg. With over three million insured members, it is the largest health insurance fund in North Rhine-Westphalia and the second largest in Hamburg. Around 7,600 employees in approximately 75 offices offer comprehensive and competent advice and optimal medical care using all modern, scientifically recognized treatment and healing methods.