Health insurance fund Helan in Belgium has launched a national sleep campaign, involving singer Daan Stuyven and various health experts. Through social media, advertisements, and other channels, consumers are made aware of the importance of a good night's rest. At first glance, it seems like a sympathetic initiative in the context of health promotion.
© Duvatex
Mattress manufacturer and family business Duvatex from Anzegem accounts for a turnover of 10 million euros and 125,000 mattresses per year.
However, behind this awareness campaign lies a commercial strategy: Helan sells mattresses and sleep systems at a discount through its own webshop. This does not sit well with entrepreneurs in the sleep and interior industry, who feel confronted with what they perceive as unfair competition from a publicly funded institution.
Industry organisation Interieur Unie responds sharply. According to board member and sleep expert Pascal Mannekens, it's not about objective health education, but about a commercial action cleverly packaged as independent advice:
'This is a profit model packaged as independent health advice. The timing of the discount action with the awareness campaign is too coincidental. Moreover, the offer does not meet the parameters of an ergonomic sleep system, where we tailor comfort via the mattress or bed base to the personal needs of the user. Furthermore, we know that health experts from the campaign do not support the commercial translation.'
Interieur Unie director Tom Steenhoudt is also critical: 'As a sector organisation, we must dare to be critical. The campaign shows characteristics of misleading advertising. And it is our job to protect our members when their credibility and competitive position are at risk.'
Structural criticism
The criticism from the sector goes beyond this one action by Helan. According to Interieur Unie and various entrepreneurs, the campaign touches on a fundamental problem, as the following list shows:
- Discounts based on health advice undermine the credibility of the sector.
- Online impulse purchases of mattresses send the wrong signal to consumers, in an industry where personal advice, testing, and expertise are essential.
- The line between awareness and sales blurs, which can mislead consumers.
- Public funds, stemming from mandatory health insurance and government support, may be used for commercial purposes through this route. Entrepreneurs in the sector must operate fully self-sufficiently and feel disadvantaged in their competitive position by this structure.
Manufacturer Duvatex
The involved manufacturer Duvatex, supplier of mattresses for Helan, reacts surprised to the commotion but emphasises that everything proceeds according to the rules: 'We develop ergonomic mattresses, often also for healthcare institutions. The mattress with pressure-reducing foam is officially recognised as a medical aid, and that is an important selection criterion for Helan. The communication about products without that recognition, like cold foam, is correct according to us. Temporary discounts are not uncommon in retail, even with other customers.'
Legal investigation
Both Interieur Unie and entrepreneurs' organisation UNIZO are receiving signals from indignant entrepreneurs from the sector and are jointly investigating the legal admissibility of such campaigns by health insurance funds.
An extensive analysis will soon follow in trade journal Meubihome, in which the full response of Duvatex and initial reactions from the market will also be published. Helan itself has so far not commented.
Source: LinkedIn
