Swiss Accident Insurer Leverages Strategic Content Marketing Tool to Streamline Communications
With 4,200 employees, 127,000 companies insured, and over two million people covered, the Swiss National Accident Insurance Fund (Suva) is Switzerland’s largest accident insurer. As a result of the sheer volume of individuals and businesses affected by its operations, Suva has a wealth of communications materials to manage. From client-facing information packages to internal communications to newsletters and annual reports, the Lucerne-based organization needs to generate and distribute an array of content with consistent voice, information, and messaging. Unfortunately, with an organization of its size and scope, this is easier said than done.
In trying to manage its communications by conventional means, Suva was facing a number of challenges. Principally, there was no single tool or platform within which to plan and organize communications. The communications and marketing department was using a variety of disparate software products to prepare communications and manage how that content was marketed to its target audience. Between Microsoft Excel, Microsoft Word, email, and other online messaging and collaboration tools, Suva was managing, but the process was highly piecemeal and full of risk.
Marcel Hauri, Suva’s head of publishing and newsroom, can attest to this. He joined the organization in 2015 to find a content marketing approach that involved a convoluted mix of tools and processes resulting in inconsistent messaging and inefficient project management. Lamenting the lack of a “single point of entry”, Hauri wanted to prevent departments across the organization from “simply communicating what they want, when they wanted”.
Additionally, there was a pervasive lack of visibility into and centralization of employee content and communications materials. Hauri’s colleagues had more than 20 spreadsheets or documents with a variety of different communication plans stored in personal files on their local drives, in many cases. In other words, the whole approach to managing content and communications was disorganized, decentralized, and unsealable.
Soon after taking the lead at Suva’s newsroom, Hauri oversaw the implementation of Scompler, Scribblelive’s strategic content marketing solution, with the accompanying plan to establish a defined process methodology for the department. While he knew this two-pronged approach would serve the department well in the near term, he also knew the challenges inherent in implementing new processes and technology and getting users to adopt them accordingly.
“Everyone agreed we needed to communicate more transparently.” he explained. “But if you want to use a tool for that, the unanimous response is almost always, ‘no way!'”
In response, Hauri resolved to showcase the added value of Scompler’s five-step lifecycle methodology which includes the following steps: plan, produce, promote, publish, prove.
The Suva Team in their newsroom – Scompler provides support to their planning.
“When colleagues finally understood the benefits of Scompler, the reaction was, ‘actually, what you’ve brought in is pretty cool.'” he explained.
Roughly two years post-implementation, Suva’s marketing and newsroom department operates like a well-oiled machine. Messaging is consistent, centralized across the entire organization, and funnelled through marketing’s single point of entry that Hauri sought to establish when he came on board. Asked to name the top benefit of Scompler for his organization, Hauri said the level of transparency into content and content performance the tool provided ranked highest, adding that it made communication between colleagues much easier. “With Scompler, we were able to bring real order to the organization,” he noted.
When asked whether Suva has changed the way it communicates since using Scompler, he said:
“The tool is an enormous help to the communication experts who work in a topic-driven manner and need to plan accordingly: to define topics, determine article types, make decisions on articles-and postpone them if necessary, or to assign responsibilities to the team.”
And in terms of social media, Scompler has enabled Suva to centralize all communications. “Our new social media manager does everything in Scompler,” Hauri added. “There is no other tool for her. The whole implementation has resulted in more efficient, predictable communications and processes.”
Hauri is particularly a fan of one of Scompler’s most popular aspects: the reporting function, with its filter and analysis options. When, for example, the department of work safety asks what Suva has done on the subject of crashes, Hauri’s team can filter the information with a single click and send a report summarizing our content efforts. It might show they’ve issued five videos, one infographic, 27 Facebook posts, 10 tweets on Twitter, and so on.
“In the past we had to pull up Twitter numbers, Excel/CSV files, or other documents individually,” Hauri explains. “But now everything is included. One click and we have a report summarizing all we have done in the last few weeks. The effort of reporting has been atomized. For that alone, the investment in Scompler was worthwhile.”