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Barmer: Transforming healthcare with CoreMedia.

Round-the-clock customer care – while reducing costs at the same time.

8.8M

Policy Holders

13K

Employees

1K

Branch Offices

With around 8.8 million insured, BARMER is one of Germany’s largest health insurers, and has been in the market for over 120 years. Policy holders’ needs are met by more than 13,000 employees, working in 1,000 branch offices. In 2005, BARMER processed claims totaling 14.8 billion Euros to cover the medical costs of its policy holders.

In addition to providing medical coverage, BARMER offers a comprehensiverange of services, which significantly exceed the legal minimum requirements: Prophylactic and bonus programs, preventative medicine, additional insurance plans at special rates, and other services are available to policy holders.

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Round-The-Clock Customer Care – While At The Same Time Reducing Costs

BARMER made its mark not only on the fiercely competitive health insurermarket but also on battling the rising costs of the health system itself. BARMER’s services must be customer-oriented and easy to use, while atthe same time keeping costs low.

BARMER recognized the Internet’s potential and sought a content management system that optimally integrated its internal processes and third-party systems into the company’s Web presence. The goal was to provide customers with personalized services such as pre-filled web forms or reminders about preventative medicine that are sent via email.

At the same time, BARMER employees needed an easy-to-use system thatwould automate certain processes such as document lifecycles. Contentneeded to be usable in different areas and capable of being re-formatted,without having to be re-edited on every occasion. In short: BARMER requireda sustainable, future-proof solution.

Personalized Services, Automated Editing Processes, and Investment Security

BARMER chose CoreMedia CMS. CoreMedia CMS offers the desired separation from content and layout and is the product of many years of experience with large, high-traffic portals that include personalized services. Thanks to open interfaces, it offers limitless integration for BARMER’s third-party systems.

Editorial work is kept simple and logical with workflows that can be organized exactly as desired, combined with a mature version control system. For this system, sustainability isn’t just a slogan: in a relaunch that took place occurred about a year after the initial implementation with CoreMedia CMS, many things changed in the site’s appearance and concept, but CoreMedia CMS remained the foundation.

Content can be brought over into the new site layout without having to be re-edited – nor does it require a complex import process. Added to this, another key feature is available for the site, thanks to the architecture of CoreMedia CMS: The site fulfils 95% of the guidelines of the Barrierefrei Informieren und Kommunizieren (BIK) (“Accessible information and communication”) initiative. This is a remarkable achievement and sets new standards for a public company – and for a healthcare provider in particular. Nor is this the only award. With CoreMedia CMS, the project’s implementation partner T-Systems Multimedia Solutions has convincingly showed that CMS and creative innovation are not a contradiction in terms: In 2006, the BARMER portal received the distinguished iF communication design award.

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How digitally evolved are you?

Evolution is adaptation to change. Will you survive?

Keeping up in a fast-paced digital world can be a struggle. Whether your business is still stuck in prehistoric times, or already fully-evolved, finding out where you fall on the Digital Evolution Model will help you stay competitive.

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Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

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Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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