BARMER chooses Peter Schmidt Group as its branding and design agency

Frankfurt, 05.01.2022

Health insurer BARMER is entering 2022 with a new agency at its side, placing its trust in Peter Schmidt Group to handle its branding and design. The two companies have set a goal of holistically rethinking the BARMER brand for today's increasingly complex communication environment, and giving the brand a more consistent and distinctive profile nationwide.

Health is among the issues that are becoming increasingly important in today's society. The average age of German citizens is rising, as are expenditures for medical treatment and services. Within this context, it is important for health insurers to present themselves as "health partners" who can support policyholders by offering preventive measures in addition to conventional healthcare services. This is where BARMER aims to enhance its brand positioning – by offering a vision for the future of healthcare and emphasizing the brand's strengths. The company has restructured its agency portfolio and chosen to rely on Peter Schmidt Group for branding and design. The agency was chosen in a multi-stage, public selection process.

A brand that shows empathy and makes good use of digital tools

Ruediger Goetz, managing director of Peter Schmidt Group, said, “The target groups that BARMER addresses are quite diverse, but they all share a desire to have a healthcare partner who offers them personalized service and demonstrates a high degree of empathy for their individual situation. We will work with BARMER to strengthen their position in this regard.” Managing partner Lukas Cottrell added, “People's own health is an emotionally charged topic, and yet choosing a health insurer is widely seen as an unavoidable chore. Throughout the selection process, we consistently presented ideas on how we want to change this – and we are very pleased that our approach was persuasive.”

Christian Bock, division manager for branding and marketing at BARMER, emphasized, “Peter Schmidt Group won us over with the quality of their creative ideas as well as their high level of understanding for our brand. We are already one of the pioneers in the health insurance market when it comes to the many digital services we offer. We plan to consistently expand these offerings while at the same time cultivating a close connection to our policyholders. This approach is also refelcted in the thinking of Peter Schmidt Group.”

To ensure smooth cooperation, BARMER relies on close networking with all the agencies involved. In addition to Peter Schmidt Group, Kolle Rebbe and Content Fleet are also new additions to the agency portfolio. “With their proven expertise and creative excellence, these three new agency partners will help us communicate the substance behind our brand promise and make it even more tangible for everyone in today's increasingly complex communication environment,” said Maurizio Barucca, manager of the marketing department at BARMER. “With Kolle Rebbe, Peter Schmidt Group and Content Fleet, we have chosen three agencies who are among the best in their respective disciplines. They will help us give BARMER a sharper profile to stand out from the competition.”

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