Usecase: build a future-proof healthcare strategy for AXA Partners in Belgium and Germany

Usecase: Build a future-proof healthcare strategy for Belgium and Germany

AXA Partners is the service provider within AXA group. They deliver services and support to worldwide business customers. Healthcare is a growing market for AXA Partners. Belgium and Germany belong to the same group region.

Need for a comprehensive business strategy

In 2018, the company contacted dashplus and asked us to develop a comprehensive strategy in health care that defined growth segments and actvities by 2023 in both European markets. Also, the business strategy should be easy to use by all employees of AXA Partners.

In the years before many internal exercises and ideas had resulted in theoretical schemes and and fragmented strategy documents.

This is what we did

    • desk analysis of various existing strategy ideas and documents
    • market analysis of the German and Belgian market for a selection of previous ideas
    • interviews with Belgian and German team members
    • brainstorming workshop with AXA Partners headquarters and multidisciplinary Belgian and German team
    • Extra external stakeholder interviews on the selectedideas that were retained after the workshop
    • first draft of corporate strategy in healthcare +discussion with leadership team
    • definition of subsegments and choices for Belgium and for Germany
    • second draft of corporate strategy + discussion with leadership team
    • value propositions workshop for short, medium and long term (until 2023)
    • third version of the strategy document
    • presentation of the healthcare strategy + validation by the management team
    • Action plan on priorities for the current year

    The value or ROI for AXA partners was both quantitative and qualitative:      

    • a fast track to a comprehensive strategy for Belgium and Germany: it only took 4 months from start to final validation
    • focused attention and cooperation during that period of both (Belgian and German) management teams 
    •  a shared vision and action plan for both markets. In line with headquarter strategy, but with market-specific choices  
    • handbook-style document, easy to use for the business development and marketing team as a guideline for their daily work
    • a ‘validation pyramid’ that sets out priorities for current year, midterm and long term 
    • clear and validated short term actions  
    • team members in both countries felt equally involved and supported
    • acceleration of the teleconsultation launch in Belgium: 6 months later, AXA launched its teleconsultation service for all health insurance customers in Belgium  


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