A digital transformation programme for Switzerland’s largest health insurer.
Helsana is the largest health insurance provider in Switzerland with over 2 million customers and revenue in excess of 6 billion Swiss Francs. The group employs over 3,300 people across its headquarters in Dübendorf and its network of agencies.
The business has made a major investment to improve customer engagement across its digital channels with the objective of delivering more personalised and relevant offers to new and existing customers, across its range of products and services.
As a first step, Helsana invested in a new experience platform, the Adobe Experience Cloud, beginning a journey to replace some of its legacy tech stack, in the knowledge that new capabilities would be needed to achieve these goals. Helsana also recognised the need to drive organisational change to enable both internal teams and external partners to deliver better experiences online.
We were asked to help in the creation, governance and execution of Helsana’s transformational journey on Adobe Experience Cloud. This meant creating a roadmap to help Helsana achieve its long-term strategic goal of becoming the health partner of choice in the life of its customers.
Wunderman Thompson conducted several interviews and workshops with stakeholders to understand the digital ambition as well as existing challenges. Using our value framework, we ensured that all aspects of the programme fed into Helsana’s overall business strategy.
We prioritised a total of 14 workstreams, advising on AEM development, campaign automation, Adobe Analytics and Adobe Target implementation. We also defined and implemented a new operating model to empower teams to effectively leverage the new platform from day one.
To drive the programme forward, we developed a governance framework, ensuring all workstreams were aligned to deliver the planned results and support the overall digital brand and marketing strategy. By driving awareness, understanding and excitement about the new Adobe solutions within key stakeholder groups, and significantly increasing buy-in with key decision-makers, we helped Helsana to successfully kick off multiple solution workstreams and defined the 2020 backlog within less than 6 weeks.
Helsana’s ambition to drive engagement and customer understanding also meant moving from a “one-size-fits-all” to a customized analytics solution. This included the migration of tracking, reporting and analysis of all Helsana digital estate data from Google to Adobe Analytics. Through our Collision process, our team of technology and data experts collaborated closely with stakeholders across Helsana, from marketing to IT and sales, to create a solution that takes the needs of the entire organisation into account and delivers business value.
Helsana’s maturity in their analytics capability is advancing rapidly and we continue to guide them on their journey.
Helsana has made significant steps in transforming themselves into a customer-focused, experience business. The Adobe platform has provided stable technology foundations, accompanied by significant operational change to unlock and embrace the new platform experience capabilities to get greater insight on Helsana’s customer base.
The organisation has also unlocked operational excellence by optimising processes, governance and standards. This has resulted in implementing a leaner operating model and encouraging more engagement and investment within the wider business. Furthermore, the expansion of data collection, analysis, personalisation and testing capabilities, and the implementation of important web platform functionalities, has significantly increased Helsana’s ability to generate meaningful insights from their customer interactions and drive web conversions across channels.