Munich Re America HealthCare competes with several large, well-known brands in the commoditized healthcare reinsurance marketplace. To differentiate their brand and generate broader awareness, Mobium established a category known as “Risk Performance.” This position highlights Munich Re’s commitment to collaborative, consultative relationships with the brokers, intermediaries and third party administrators it serves, separating itself from a market based mainly on price.

The creative strategy contrasts the dangers of healthcare risks (from the insurer’s point of view) versus the benefits of “risk performance” provided by Munich Re. With this simple and bold creative approach, the capabilities and core services of the company are made clearer than ever, opening the doors for the sales force to better define the brand for interested customers and prospects.