PFZW transforms Goed Bezig into one cross-media platform

From two magazines to one cross-media platform that reaches everyone.

PFZW wanted to inform its 1.7 million members—employees in healthcare and welfare—more directly and more up to date about pensions. The challenge: how do we move from two separate titles to one strong, cross-media platform that better addresses different ages and needs?

Together with PGGM, we developed a content strategy for Goed Bezig. We chose one title, Goed Bezig, with a mix of 80% universal content and 20% segmented content for under-45s and 45+. Topics, formats and design were continuously tested with the target audience and translated into print, digital, and distribution via email and social.

Audience insights guided every choice: the demand for timely pension updates, recognizable stories from the healthcare and welfare sector, personal experiences, and visible involvement of PFZW in future-proof and sustainable healthcare and welfare. Public figures and authentic peer stories proved to be strong drivers for attention and appreciation.

The transition is digital-first, supported by a smart channel mix: the magazine (print and digital) continues to be highly valued, while activation drives traffic towards the digital platform through newsletters, SEO, and social. This way, every member can choose the channel that best fits their needs at that moment.

We brought everything together into one recognizable platform, Goed Bezig (dropping the label “Egg Time”), validated with the target audience on an ongoing basis to increase relevance and appreciation, and ensured cross-media distribution with segmentation for under 45 and 45-plus.