We will be launching a new brand for a new market segment: b:joynz for basic medical products covered by health insurance. From October, b:joynz supports for knees, the back, ankles, and elbows will be on exclusive offer to selected Bauerfeind quality partners in Germany, further countries will follow (step by step) in 2021.
The decision underlying this step is based on the developments in the market over the last few years: alongside the copayment business – that Bauerfeind has helped to develop in Germany – a business for basic medical products has emerged, which has been substantially sponsored by some health insurance companies. The chances are that this segment will continue to grow in the future because of the increasing reluctance of patients to accept copayments – some of our competitors are already active in this area. With the decision to launch the new b:joynz brand, Bauerfeind can also position itself in this market segment: “We have to be present in the market segment of basic medical products and establish market opportunities and new business there, too, with useful products and solutions,” Rainer Berthan, Chief Executive Officer, explained at the sales conference in early September. “That is why, in the future, we will cultivate two market segments with two different kinds of product positioning.” The goal: strengthening Bauerfeind’s market position as a versatile supplier and reliable partner for specialist medical retailers. The plan is to selectively introduce the brand in the retail sector from now. Rainer Berthan highlights, however: “The premium market for copayment products under the Bauerfeind brand is still of the greatest importance to us.”
