The talk is based on Tina Bürgin's Master’s thesis and explores how German health insurance companies communicate expertise on Instagram. Using Instagram Reels from Techniker Krankenkasse, BARMER and DAK-Gesundheit, it examines how different modes of communication are used to make complex health information accessible while building credibility and trust. The talk highlights how expertise, digital communication and branding come together in the context of social media.
 

Short bio: Tina Bürgin studied German and English at the University of Basel before completing her Master’s degree in Language and Communication in spring 2026, with a particular interest in corporate communication, branding and digital communication. Alongside her studies, she gained professional experience in Corporate Communications at Helvetia. She is currently completing a university internship at Roche Pharma Switzerland, working across Communications, Public Affairs and Business Operations.