机构研究报告-Brand KPIs for health insurance Assim Saúde in Brazil-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

health

insurance:Assim

Saúde

in

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

AssimSaúde’sperformance

inthe

health

insurancemarket.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202466%

of

Assim

Saúde

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•AssimSaúde’sbranding

resonates

more

with

Gen

X•AssimSaúderanksoutsidethe

Top

10

inawarenesswithin

the

healthinsurance

market•AssimSaúdegenerally

appealstowomen

more

thanmen•Thepopularity

ratingof

AssimSaúdeis26%•AssimSaúderanksfourthinownership•Among

AssimSaúdeenthusiasts,33%

fallunderthehigh-income

category•Interms

of

loyalty,AssimSaúdeis

outsidetheTop10•Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

socialresponsibilityinBrazil•AssimSaúdehasascore

of25%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

forAssim

Saúde

at

66%Brand

profile:

snapshotBrand

performance

of

AssimSaúde

inBrazil66%29%26%25%12%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=366,

respondents

who

know

the

individual

brand

(popularity),

n=366,

respondentswho

know

the

individual

brand

(ownership),

n=44,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=366,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Assim

Saúde’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAssimSaúdebygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatAssimSaúde

islikedby5%

ofBaby

boomers

and29%of

Gen

Xers,whereas

the

total

shareof

industryusersis3%

and25%,

respectively.33%32%30%29%25%ForMillennials

andGen

Z,

33%

and

32%

feel

positivelytowards

AssimSaúde,versus42%

and30%.

Socurrently,

forAssimSaúde,Gen

Xconnects

most

withtheirbrandcompared

tothe

overall

industryuser.5%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=96,

Assim

Saúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Assim

Saúde

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

AssimSaúdeshows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

AssimSaúdehasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%61%61%

ofwomen

likeAssimSaúdecompared

to

39%

of

men,whereas

forthe

overall

industry,51%

of

men

ownhealthinsurance

compared

to49%

ofwomen.90%91%7%

of

AssimSaúdeenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.39%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

health

insurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=96,

AssimSaúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Assim

Saúde

enthusiasts,

33%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.9%8%Single33%40%5%CoupleSingleparentNuclear33%

ofAssimSaúdeenthusiastsarefrom

high-income

households.AssimSaúde’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

44%

ofAssimSaúdeenthusiastshavethiscurrent

living

situation.12%5%6%27%44%39%30%30%Multi-generational14%9%41%22%22%ExtendedOther1%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=96,

Assim

Saúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

health

insurance

brands

to

have

honesty

/trustworthiness,

reliability,

and

social

responsibilityBrand

profile:

qualitiesQualitiesownerswant

from

healthinsurancebrandsForhealth

insurance,thetopthreequalitiesowners

want

fromabrandarehonesty

/trustworthiness,

reliability,

andsocial

responsibility.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%AssimSaúdeowners

alsoappreciatethese

key

attributes,indicatingAssimSaúde

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatAssimSaúdeenthusiastsare

least

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityAssimSaúdeshould

work

on

promotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

health

insurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tohealthinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

healthinsurance,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=44,

Assim

Saúde

owners’,n=96,

Assim

Saúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Assim

Saúde

fans,

35%

state

that

they

get

excited

about

healthinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?54%47%42%41%36%35%35%33%27%25%24%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

healthinsurance

topicsrelating

toprovidershealthinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

health

insurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

health

insurance,

whichofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=96,

Assim

Saúde

enthusiast,

n=921,health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1166%

of

Assim

Saúde

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinBrazil

is61%.

Awareness

ofAssimSaúde,however,

isat28%.Awareness26%

ofBrazilian

healthinsuranceowners

saytheylikeAssimSaúde,compared

toanindustryaverage

brandpopularity

of31%.12%

ofindustryowners

inBrazil

say

theyown

AssimSaúde,withtheaverage

ownership

of

abrandat12%.BuzzPopularity66%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of77%.AssimSaúdehasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of25%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Health

insurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=366,

respondents

who

know

the

individual

brand

(popularity),

n=366,

respondentswho

know

the

individual

brand

(ownership),

n=44,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=366,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Assim

Saúde

ranks

outside

the

Top

10

in

awareness

within

the

health

insurancemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAssim

SaúdeRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Unimed93%88%79%73%72%59%56%49%48%44%2Bradesco

SaúdePorto

SeguroSulAméricaAmil29%345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6AllianzSaúdeHapvida771%8MapfreOutofallrespondents,

28%

were

aware

of

AssimSaúde.

Thisranksthemoutside

the

Top

10

comparedtootherbrandssurveyed

inthismarket.9Grupo

Notre

DameZurich

SantanderAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Assim

Saúde

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAssimSaúdeRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Unimed63%44%41%37%32%32%26%24%24%19%2Bradesco

SaúdeHapvida26%34AmilOutofconsumers

who

knew

thebrand,

26%

saidtheyliked

AssimSaúde.Thisranksthemseventh

comparedtootherbrandssurveyed

inthismarket.5SulAméricaPorto

SeguroAssimSaúdeGrupo

Notre

DameAllianzSaúdePrevent

Senior6774%89PopularityN/A1014

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=366,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Assim

Saúde

ranks

fourth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofAssim

SaúdeRank#

BrandUsage

%35%23%16%12%11%10%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.1Unimed12%2Hapvida3Bradesco

SaúdeAssimSaúdeAmilOutofconsumers

who

knew

thebrand,

12%

saidtheyowned

AssimSaúde.

Thisranksthem

fourthcompared

to

other

brandssurveyed

inthismarket.456Grupo

Notre

DameSulAméricaPorto

SeguroPrevent

SeniorAllianzSaúde7888%96%UsageN/A106%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=366,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Assim

Saúde

is

outside

the

Top

10

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAssimSaúde’sconsumersRank#

BrandLoyalty

%88%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Unimed2SulAmérica84%34%3Amil83%4Bradesco

SaúdeHapvida82%580%6Zurich

SantanderGrupo

Notre

DamePorto

SeguroAllianzSaúdePrevent

Senior79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.66%79%7879%976%Outofrespondents

whohaveowned

AssimSaúde,66%

saidthey

would

purchasethebrandagain.LoyaltyN/A1068%16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=44,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Assim

Saúde

has

a

score

of

25%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAssimSaúdeRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Unimed2Hapvida38%25%3Bradesco

SaúdePorto

SeguroAmil37%Outofconsumers

who

knew

thebrand,

25%

saidtheyhadheardaboutAssimSaúdeinthe

media.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.430%528%6AssimSaúdeSulAméricaPrevent

SeniorAllianzSaúdeGrupo

Notre

Dame25%723%75%823%921%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=366,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunl