Techniker Krankenkasse

Strategic future scenarios for marketing in the age of AI

Client

With over 11 million policyholders, Techniker Krankenkasse (TK) is the largest statutory health insurance company in Germany. It promotes innovation and positions itself as a driving force for smart healthcare solutions.

The task

AI is fundamentally changing marketing: What direction is marketing taking in the AI era, and how can TC strategically prepare for it?

Strategic course setting: What role should AI play in TC's marketing - and how is the leadership team actively shaping the transformation?

Our approach

diffferent developed four future scenarios for marketing with AI with and for the TK management team - as a strategic basis for the further development of their own department.

Our procedure

Capture internal perspectives - survey through “vision talks” and strategic reflection in the management team.

Make the future tangible - Systematic foresight study on possible AI-driven developments.

Developing four future scenarios - Co-creative development of consistent visions for marketing with AI.

Strategy workshop with all marketing executives - Two days of intensive exchange and strategic focus.

Andreas Bündert

Techniker Krankenkasse, Head of Marketing

AI will permanently change the world of work and marketing in particular. I am convinced that the right mindset on the part of managers is crucial for success. diffferent used a structured scenario process to optimally enable our marketing management team to lead this discussion, formulate a common ambition and derive concrete measures - and it was also great fun! Thank you!

The result

Gemeinsame Ambition für Marketing mit KI – Das Führungsteam mit 15 Führungskräften definierte eine klare Zukunftsvision.

Relevante Handlungsfelder – Definition konkreter Schwerpunkte für die Transformation der Marketingorganisation.

Transformationsfahrplan – Entwicklung direkt umsetzbarer Maßnahmen zur Verwirklichung der Ambition.

Gestärkte Führungskräfte – Durch Impulse aus der Foresight-Studie, den Austausch mit den Kolleg:innen im Marketing und den Transformationsfahrplan haben alle Führungskräfte eine klare Vorstellung, wie sie in ihrem Team die Integration von KI ins Marketing voranbringen können

Mit einem interdisziplinären Ansatz aus Strategieentwicklung, Foresight und Organisationsentwicklung haben wir das Führungsteam gezielt unterstützt. Die Führungskräfte gestalten die KI-Transformation nun proaktiv – statt sich von technologischen Entwicklungen treiben zu lassen.