Confidential Client – Strategic Repositioning & Digital Customer Acquisition - DevelopX
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Strategic Repositioning & Digital Customer Acquisition for a Regional Health Insurer

For a mid-sized statutory health insurer, DevelopX designed a multi-week strategy and concept phase to improve market positioning and digital customer acquisition. Key components included the development of a digital communication strategy to effectively reach younger target groups, the introduction of a new tariff with digital onboarding, and the optimization of all relevant touchpoints and service processes.

>1.000 Expected new customers per month

The Challenge

The health insurer offered a broad range of services but was unable to communicate them convincingly in digital channels.

A lack of target-group focus, complex digital processes, and fragmented operational responsibilities significantly slowed growth and conversion. Younger audiences in particular did not feel adequately addressed by the insurer’s appearance, communication, and product logic.

Our Solution

DevelopX conducted a comprehensive validation process, ranging from market and user analyses to technical feasibility assessments and the development of initial prototypes and monetization models.

1

Target Group
Insights

We analyzed the relevant target groups, refined the value propositions, and defined a clear, compelling messaging strategy for younger insured audiences.
This included new argumentation lines, clearer benefit communication, and a more precise understanding of the customer journey.

2

Digital
Optimization

We optimized key digital journeys, including the website, application process, and contact flows.
Based on prototyping, we developed an app concept with simplified UX for services, cashback, and tariff selection.

3

Performance
Steering

We defined end-to-end tracking and KPIs for customer acquisition and usage.
A “test–measure–learn” approach enables data-driven performance marketing, conversion optimization, and precise campaign steering.

4

Structured
Operating

We defined new digital responsibilities, a clear role structure, and feedback loops with executives and leadership.

Impact of Our Work

The time needed to develop new point-of-sale (POS) devices was reduced by
50%
Tickets sold through the new platform during the first launch phase exceeded
100,000
The page load speed of the ticketing platform increased by
95%
The time taken to stabilise the core ticketing system was less than
2 months

Client Background

The client is a regionally operating statutory health insurance provider with a large existing customer base that aims to reposition itself in an increasingly competitive market environment.

The goal is to strengthen both member retention and new customer acquisition through modern digital methods and optimized processes.