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Strategist Partnership Boosts the brand and sales for Mehiläinen

Mehiläinen Group is the best-known and most valued private provider of health care and social services in Finland. The Company has been Avidly's (formerly Zeeland Family) partner for several years. When renewing its marketing, Mehiläinen wants to adopt the same out-of-the-box approach it has applied to renewing its health care business.

Together, we have broken the traditional working methods and moved from a project-specific model more towards a continuous service. When the marketing efforts are transparent on both sides, the cooperation is deeper, streamlined, more functional and also, more rewarding. Together, we have defined the cornerstones that ensure that the cooperation is beneficial to both parties:

  • Strategic thinking meets the practice
  • Deeper strategic understanding of everything we do
  • From project work to more permanent partnership
  • Better view of marketing efforts and providing resources

Instead of settling for an “either-or” marketing strategy, Mehiläinen has chosen the agile “both-and” approach. In close cooperation, we are building a strong umbrella brand whilst also making sure the segment-specific campaigns turn into sales. Our strategic view and the marketing efforts that the customer notices do not, timewise, go hand-in-hand, but they often meet. Campaigns progress at their own speed, as part of the production, and the big picture is being viewed regularly by the Steering Group.

”Our long-term, forward-looking collaboration with Avidly creates fresh perspectives while ensuring the strategic aspect in all marketing.”

— Ove Uljas Vice President - Business Development, Marketing & Communication, Customer Experience at Mehiläinen

Ove Uljas, Vice President - Business Development, Marketing & Communication, Customer Experience at Mehiläinen, thinks that besides flexibility, a comprehensive partnership builds mutual strategic understanding.

“Marketing and our focus areas change as the business develops. Our long-term, forward-looking collaboration with Avidly creates fresh perspectives while ensuring the strategic aspect in all marketing. The largest benefits of this partnership relate to Avidly's ability to understand the field in which we operate.”

The cooperation between Mehiläinen and Avidly utilises the newest agile marketing tools. In day to day business shared tools, working facilities and regular meetings create transparency.

During the years, our cooperation has enabled several successful and award-winning campaigns. These campaigns have strengthened the image of Mehiläinen as a strong expert that provides high-quality services in various target groups. Innovative creative design has played a key role – always respecting the renowned and strong umbrella brand. We have found views that are influential and empowering for each target group and gained excellent results, for example, in the launching of new services.