Abstracts by keywords: branding statutory health insurances
Trust, image and credibility: dormant potential of GKVn supply management
In an increasingly volatile and fast-moving time, brands are becoming more and more important for consumers - also in their role as health insured people. However, if the brand image created by the company does not match the actual brand identity, dissonances occur with counterproductive effects. An aspect that is becoming more important than ever for statutory health insurance companies (GKVn), among other things due to the resulting market confusion and product diversity.