"My Health Is Worth It to Me": Campaign for the "Facharzt privat" Offer from Innovationskasse

Background and Challenge

"IK - Die Innovationskasse" developed "Facharzt privat" (Private Specialist), a groundbreaking healthcare offering that allows statutory health insurance members to receive private patient treatment from specialists for the first time. This innovative concept combines the proven benefits of statutory health insurance with the advantages of private treatment: shorter waiting times, direct access to specialists, and premium medical care.

The market launch presented IK with the challenge of prominently positioning its innovative offering in the highly competitive statutory health insurance (SHI) market, which is dominated by established providers. The offer also had to be explained: Insured members receive private medical benefits by choosing reimbursement and an optional elective tariff (€400 premium, €800 excess) without giving up their SHI membership. The major task was to emotionally charge this rational health product and develop a memorable message that conveys the special value of one's own health.

Approach and Realization

At the heart of the campaign, we developed a strong visual anchor: the "Facharzt privat" card as a central symbol of exclusivity and value. This card became the recurring key visual and immediately created understanding of the offering – similar to a credit card, it conveys status and special access.

The headline "My health is worth it to me" formed the emotional core of the campaign. This message placed self-care at the center and transformed a rational insurance product into a personal value decision. The claim spoke directly to the target audience and encouraged them to invest in their own health.

Visually, we relied on a premium, clearly structured look & feel that radiates trust and professionalism. The campaign was consistently adapted across all channels: from large-format out-of-home motifs to social media and direct communication in medical practices. An animated explainer video rounded out the concept and made the functionality of the offering easy to understand.

Results

The campaign created a distinctive visual identity with high recognition value. The "Facharzt privat" card established itself as a strong symbol that immediately conveys understanding of the offering and radiates exclusivity.

The emotional charging of the topic was particularly successful: by focusing on self-care and the value of one's own health, we managed to transform a rational decision into an emotional message. The headline "My health is worth it to me" became a memorable brand promise.

The cross-media implementation ensured maximum presence and relevance. The integration into medical everyday life – such as in waiting rooms and practices – reached the target audience at the right moment of consideration.

The result: A new service promise was successfully established in the market – communicated comprehensibly, staged trustworthily, and presented with premium appeal.