Innovationskasse: "Private Specialist" Campaign
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The Challenge
With "Facharzt privat", Innovationskasse launched a hybrid model enabling statutory health insurance members to access private patient status. Market: crowded with interchangeable offers. Communication task: position healthcare as a personally valuable decision.
Our Solution
We translated the hybrid model into an emotionally charged brand symbol. Visual anchor: the "Facharzt privat" card as a credit-card-like status symbol. Message: "My health is worth it" – shifting from insurance logic to personal value. Channels: OOH, social media, medical practices, and explainer video.
Results
Strong brand awareness through the card as distinctive visual element
Emotional impact in a category dominated by rational claims
High relevance in medical settings – reached users at the point of consideration
IK established "Facharzt privat" as a credible premium segment within statutory health insurance
A blueprint for transforming service innovation into cultural currency – healthcare feels like empowerment, not administration.
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