Sanitas delivers strong customer communications via all the relevant channels. Its high-quality customer magazine is regularly refined to meet the highest journalistic standards. After a refresh, it reaches the highest level in conceptual and aesthetic terms.
Client’s wish
Sanitas delivers targeted content across all the relevant channels on the basis of a well-thought-out annual plan. The high-quality customer magazine plays a key role in the communications mix. Featuring journalistic content covering health, exercise, psychology and medicine, it’s published in three languages in a print run of around 550,000 copies every quarter. As part of the relaunch of its website, Sanitas also wanted to revamp the magazine with the aim of creating a visual link between the print and digital versions. The focus was on targeted optimisations – in particular, more creative layouts. Given that the successful refresh was to be followed by a continued partnership in design, image editing and production, Sanitas was also keen to work with a team bringing both technical expertise and the ability to harmonise on a personal level.
Process
On the basis of an analysis of the content and design, Linkgroup developed targeted proposals for optimising the magazine’s structure and design. One idea was to use articles of different lengths and adopt a more flexible page design to make the experience more varied for readers. Other suggested measures included the use of more pronounced typographic contrasts for emphasis and blank spaces to make the layout easier on the eye. Linkgroup’s proposal also included a consistent, content-based visual concept based on Sanitas’s characteristic visual language to create a visual link for the cover and main topic, giving the magazine a distinctive identity.
Solution
The revamped Sanitas Magazine strengthens the Sanitas brand, combining a distinctive, modern design with greater variation for readers, with high-quality standards supported by a new visual framework. Cross-media communication is facilitated by numerous QR codes linking the print magazine to digital channels.
Miro was deployed to support collaboration and the creative development of the magazine during the refresh, while censhare enabled efficient implementation up to the approval for printing. These tools will continue to be used going forward. In addition to the design, Linkgroup is also responsible for developing image ideas, photo briefings and art direction for photo shoots.
Client
With over 800,000 customers, Sanitas is one of Switzerland’s largest health insurers. The group’s solutions make it one of the country’s most successful providers of mandatory basic and supplementary insurance. Sanitas acquired around 40,000 new customers in 2024. In addition to the customer magazine, the company communicates through various digital channels, including the website and online magazine, various social media channels, the Sanitas newsletter and the Sanitas Portal app.
“We’ve been working with Linkgroup since our IPO in 1999. They give us active advice at all stages of the process, and the way they implement is structured and efficient. We like their practical approach to communications design and the fact that they avoid art for art’s sake: they work within the framework of our corporate design to develop solutions for our stakeholders that have an impact and a concrete benefit. Another of Linkgroup’s strengths as a one-stop shop that particularly benefits Geberit is their extraordinarily deep vertical integration and process security.”
Claudia Sebald
Head of Content and Corporate Communications, Sanitas Health Insurance
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