The Siemens-Betriebskrankenkasse (Siemens company health insurance fund, SBK) is aiming for more transparency with its new campaign and tagline “Your criticism is music to our ears”. The campaign reflects a radically honest approach by the insurer: it is publishing its policyholders’ positive and negative evaluations.

As a statutory health insurance fund that is open to everyone, SBK is operating in a highly regulated market. Its benefits are largely predetermined, its framework conditions are tightly structured. Feedback from policyholders – positive and negative – is a crucial benchmark, as it shows how a health insurance fund acts in an emergency. Customer feedback is unsparing in exposing any weaknesses. Transparency is ensured if it is made public.

With the tagline “Your criticism is music to our ears”, achtung!'s new SBK campaign shows that the health insurance fund takes customer feedback seriously and places a high priority on transparency in the company. It serves as an example for other health insurance funds and sets new standards.

In a film that can be viewed on the campaign website, Alexander Klaws, the first winner of the Deutschland sucht den Superstartalent show (Germany’s equivalent of Pop Idol) sings positive and negative evaluations. “I was very excited to work on such an honest campaign. Creating more transparency is important to me personally”, says Alexander Klaws.

SBK policyholders are also asked to express additional praise or criticism using the hashtag #KritikistMusik [criticism is music]. Head of Marketing Timo Hintze explains: “We are creating more transparency with our campaign. And we hope that other health insurers will follow suit so that genuine added value will be created for all policyholders.” “The Siemens-Betriebskrankenkasse has opted for a courageous campaign that is taking a clear stance: more transparency! A creative and entertaining campaign, we look forward to it gathering further momentum and making a real contribution to the entire industry”, says Patrick Glindemann, Account Director with achtung!