Designing a resilient portfolio for insurance product strategy

Initial Situation

The Swiss health insurance market is under increasing pressure due to rising healthcare costs, an expanded compulsory insurance benefits catalog, and evolving patient behaviors (e.g., shift to outpatient services). In this context, our client — one of the leading Swiss health insurers — faced the challenge of aligning a historically grown, partially outdated product portfolio with evolving customer and market needs. The goal was to develop a holistic, implementation-oriented strategy covering both compulsory insurance (OKP) and supplementary insurance (VVG) that ensures profitability, clarity, and customer relevance — while addressing internal complexity and supporting defined growth targets.

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Our Contribution

• Assessed the existing OKP and VVG product landscape based on profitability, relevance, and performance across customer segments and channels
• Developed an integrated Insurance & Health Journey framework and market segmentation model to guide portfolio optimization
• Identified primary and secondary target groups and aligned portfolio strategies accordingly
• Optimized key supplementary product areas, including outpatient and inpatient coverage, dental insurance, and third-party offerings
• Designed a customer-centric managed care (MC) strategy for the compulsory insurance portfolio, enhancing product clarity and portfolio structure
• Facilitated cross-functional alignment by engaging actuarial, sales, customer service, product, and executive teams in the transformation process
• Defined and prioritized strategic initiatives in a pragmatic roadmap based on feasibility, resource allocation, impact, and risk