Silver Economy Conference 2006

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Silver Economy Conference 2006
Unie KBO and Zilveren Kruis Achmea
A successful collaboration Arno
Heltzel, head of Communication Marketing
Paul Mulder, Zilveren Kruis Achmea
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Topics

• Topics
• The organised senior citizen
• What is Unie KBO and what does it do?
• The collective health insurance scheme and the
  result
• The relationship between the business sector and
  senior citizens from duel to duet

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The organised senior citizen 1

• The organised senior citizen
• The Netherlands has a population of 16 million
• 5.3 million are aged 50 years and older
• (2.4 million of those are above the age of 65)
• The number of those aged 50 and above will
  continue to rise to 7 million

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The organised senior citizen 2

• The organised senior citizen
• Pension organisation has 120,000 members (NVOG)
• Protestant Christian Association has
• 110,000 members (PCOB)
• General Association has 170,000 members
• (ANBO)
• Catholic Association has 300,000 members
• (Unie KBO)
• A total of 700,000 organised senior citizens,
• which is 14 of all 50 citizens

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Unie KBO

• Membership service (national and local)
• Membership Magazine Nestor
• Local activities (education, socialising,
  recreation)
• Discount system linked to membership card
• Collective health insurance scheme as of
  November 2005)
• Topic

300.000 members 960 local branches
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Unie KBO

• Members will present themselves more as elderly
  consumers
• Unie KBO in development
• Members will (also)
• present themselves more as a
• consumer organisation
• Unie KBO wants to combine purchase power in a
  number of sectors

elderly consumer consumer organisation combine
purchase power
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Examples

• Our own telephone company
• for members has currently more than
• 10,000 participants. The more
• participants, the higher the discount.
• Our own health insurance scheme.
• Within three months 50,000 policy
• holders, including more than 20,000
• new members

Telephone company Health insurance scheme
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Role of Unie KBO
SUPPLY
DEMAND
SELL
'HELP PURCHASE'
INTEREST GROUPS
Unie KBO wants to
influence the market, develop an organisation of
elderly consumers
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Future

• Central purchasing of energy (gas and
  electricity)
• Special travel packages
• Own Internet TV
• Own financial services
• Further expansion of health care scheme

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The collective insurance

• 7.5 discount on basic health insurance
• Increasing discount for additional
• coverage (up to 10)
• 10 discount on all dental insurance
• 25 discount on own range
• of healthcare products (via Medithuis)
• Full acceptance for all additional
• coverage packages
• 9 free extras tailor made (including
• contribution in membership costs and
• subscription to magazine Zin)

Discounts Medithuis Full acceptance 9 extras
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• Prestudy
• An extensive membership survey
• (desires and requirements)
• Feasibility study and proposal
• From long list to short list
• Search for a partner to produce a product
  jointly

Membership survey Feasibility study
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The result

• 47,737 concluded health insurance policies
• More than 30 of all registrations via Internet
• More than 40 policy holders are younger
• senior citizens (50-65)
• More than 20,000 new members
• Large amount of free publicity
• Unie KBO has increased its brand name

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The Business sector

• Doesnt take senior citizens as consumers
• very seriously.
• Often only provides for the most extreme
  requirements the 5 needy elderly
• (with aids and devices)
• and the 5 extremely prosperous
• (with luxury goods)
• More or less ignores the rest of the target
  group,
• in particular the 65-plus consumer

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The senior citizens

• Feel neglected by the business sector
• Have many complaints as elderly consumers for
  example about packaging, user-unfriendliness,
  impersonal service
• Sometimes take the initiative, but not often
  enough
• Can target the business sector via Unie KBO

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Duet instead of a duel

• Initiatives from the business sector
• are (too) slow in progress
• Senior citizens (and their organisations) have to
  take the initiative themselves (join forces)
• Look for more collaboration within Europe
• in the areas of consumer matters for senior
  citizens

Initiatives Collaboration
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Senior citizens - the target group

• Why does an insurer target senior citizens?

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Why was the law changed?

• System was changed in 2005
• Number of 65 will increase from 14 now to 23
  in 2040.
• Development of health care costs
• Ageing
• Technology
• Performance health car sector

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Health care insurance for target group senior
citizens

• Total cost of health care system at present
  44 billion Euros
• Estimated health care costs 66 billion Euros
• Strengthen free market
• Acceptance
• Vereveningsfonds (equalization fund)

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Health care insurance for target group senior
citizens

• Market research
• Product development senior citizens
• Strategic collaboration with Unie KBO - to
  reach 275,000 senior citizens - quality label
  Unie KBO - communication opportunities