Positioning a brand in the health sector is a complex challenge, however, SanCor Salud knew how to follow a path marked by closeness, active listening and constant innovation and today it is one of the most chosen private medicine companies.
The trajectory of more than 50 years in conjunction with commercial and marketing strategies and of course high quality service allowed them to grow and evolve.
This evolution was notable, since, in just one decade, the number of associates tripled, going from 220,000 to more than 800,000. This growth was possible thanks to a strategy based on putting and maintaining associates at the center of the scene, offering responses consistent with particular and current demands.
From its beginnings, this private medicine company understood that the ideal was not only to provide differential health services, but to be an integral part of the lives of its associates. Be close to people. Health, by its very nature, is a topic that touches the deepest part of people, and at SanCor Salud each interaction is approached with empathy and responsibility. Today they have the widest range of plans on the market and more than 300 points of in-person care, virtual care and video calls, with which they accompany their associates at every stage of their life.
As a Welfare Group, they continue working to offer an expanded value proposition to associates, for example, with the outstanding proposal of their Benefits Club. This initiative brings together businesses from all over Argentina, in various areas ranging from clothing, gastronomy or tourism, with important benefits and discounts for all SanCor Salud associates.
A new era of health
The context is constantly changing, consumers turn to brands that are responsible for what they do, and therefore the company knew how to identify it as well. With the launch of their communication campaign, they decided to take a step forward with a broad and deep concept of what health means.
In general terms, we no longer talk only about curing diseases, but about preventing them and having healthy habits that make the passage through life an opportunity for a good life. Today being healthy is much more than being physically healthy. You have to enter the world of health from a perspective that also includes mental and emotional well-being.
And in that sense, SanCor Salud thought of the key to its new campaign: to accompany and be a constant guide for its associates. This new paradigm led to rethinking its communication strategy, with the aim of generating relevant messages and re-connecting emotionally with the audience.
The concept behind this renovation is clear: “Good health is everything.” This communication campaign is born from a deep understanding of how people perceive their own well-being and the need to reflect that evolution in their image. Accompanied by the McCann Buenos Aires agency, they created a strategy that seeks to make SanCor Salud the most desired choice and stand out with a strong emotional component.
Specialties that care and inspire
The new campaign highlights the services that make the company great, and although these are fundamental and mark an important differential, the focus is mainly on humanizing the concept of health.
We are not talking about patients, but about people who are protagonists of their own well-being. The new therapies they introduce in the campaign, such as “amigology”, “gustitoterapia” or “mamiterapia”, are metaphors that connect with the most emotional and human things we have: hugs, the family bond, love and the little pleasures that we we give in life.
A dose of “kiss therapy” as many times as necessary can save the day. And what was sought was to show lives in motion, accompanied by a brand that understands their challenges and needs. This strategic leap allows us to tell real stories, close and full of life, reflecting the essence of what it means to take care of oneself, and to take care of others, just as SanCor Salud does.
The company offers flexible coverage, a broad and solid network of medical providers, and continuous investments in technology and innovation. They are proud to continue supporting a modern and humane vision of health, where the comprehensive well-being of their associates is the priority.
Source: Ambito
