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

CONSUMER&

BRANDBrandKPIs

for

health

insurance:Bradesco

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

Bradesco

Saúde’sperformanceinthe

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,

asofNovember202482%

of

Bradesco

Saúde

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Bradesco

Saúde’sbranding

resonates

withGen

X•Bradesco

Saúderankssecond

inawareness

withinsimilarly

to

other

brandsinthe

industrythe

health

insurancemarket•Bradesco

Saúdegenerally

appealstowomen

morethan

men•Thepopularity

ratingof

Bradesco

Saúdeis

44%•Bradesco

Saúderanksthirdinownership•Among

Bradesco

Saúde

enthusiasts,36%

fallunderthe

high-income

category•Interms

of

loyalty,Bradesco

SaúdeisfourthinBrazil•Bradesco

Saúde

hasascore

of

37%

for

media

buzz•Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

socialresponsibility3Sources:

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.4Awareness

is

the

highest

scoring

KPI

for

Bradesco

Saúde

at

88%Brand

profile:

snapshotBrand

performance

of

Bradesco

Saúde

inBrazil88%82%44%37%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=1,094,

respondents

who

know

the

individual

brand

(popularity),

n=1,094,respondents

who

know

the

individual

brand

(ownership),

n=179,

respondents

who

have

owned

the

individual

brand(loyalty),

n=1,094,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bradesco

Saúde’s

branding

resonates

with

Gen

X

similarly

to

other

brands

in

theindustryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%

42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBradesco

Saúdebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatBradesco

Saúde

islikedby4%

of

Babyboomers

and

26%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

25%,

respectively.30%27%26%25%ForMillennials

andGen

Z,

42%

and

27%

feel

positivelytowards

Bradesco

Saúde,versus

42%

and

30%.

Socurrently,

forBradesco

Saúde,Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=481,

BradescoSaúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Bradesco

Saúde

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Bradesco

Saúdeshowsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Bradesco

Saúdehasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%53%47%53%

ofwomen

likeBradesco

Saúdecompared

to

47%

of

men,whereas

forthe

overall

industry,51%

of

men

ownhealthinsurance

compared

to49%

ofwomen.93%91%5%

of

Bradesco

Saúdeenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.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=481,

BradescoSaúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Bradesco

Saúde

enthusiasts,

36%

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.10%8%Single36%40%13%12%CoupleSingleparentNuclear36%

ofBradesco

Saúdeenthusiastsarefrom

high-income

households.Bradesco

Saúde’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

asinglehousehold,

10%

ofBradesco

Saúdeenthusiastshavethiscurrent

living

situation.7%6%39%39%32%30%30%Multi-generational9%9%20%22%32%ExtendedOther2%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=481,

BradescoSaúde

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%Bradesco

Saúdeowners

alsoappreciatethese

key

attributes,indicatingBradescoSaúde

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatBradesco

Saúdeenthusiastsare

least

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityBradesco

Saúdeshouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.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=179,

BradescoSaúde

owners’,n=481,

BradescoSaúde

enthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Bradesco

Saúde

fans,

24%

state

that

they

get

excited

about

healthinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?48%41%36%

36%31%28%27%27%25%24%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=481,

BradescoSaúde

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.1182%

of

Bradesco

Saúde

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinBrazil

is61%.

Awareness

ofBradesco

Saúde,however,

isat88%.Awareness44%

ofBrazilian

healthinsuranceowners

saytheylikeBradesco

Saúde,compared

toanindustryaveragebrandpopularityof

31%.16%

ofindustryowners

inBrazil

say

theyownBradesco

Saúde,withtheaverage

ownership

of

abrandat12%.BuzzPopularity82%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of77%.Bradesco

Saúdehasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of37%compared

to

26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

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=1,094,

respondents

who

know

the

individual

brand

(popularity),

n=1,094,respondents

who

know

the

individual

brand

(ownership),

n=179,

respondents

who

have

owned

the

individual

brand(loyalty),

n=1,094,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bradesco

Saúde

ranks

second

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBradesco

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%12%2Bradesco

SaúdePorto

SeguroSulAméricaAmil345Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6AllianzSaúdeHapvida78MapfreOutofallrespondents,

88%

were

aware

of

BradescoSaúde.

Thisranksthemsecond

compared

to

otherbrandssurveyed

inthismarket.88%N/A9Grupo

Notre

DameZurich

SantanderAwareness1013

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

Bradesco

Saúde

is

44%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBradesco

SaúdeRank#

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

SaúdeHapvida34Amil44%Outofconsumers

who

knew

thebrand,

44%

saidtheyliked

Bradesco

Saúde.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.5SulAméricaPorto

SeguroAssimSaúdeGrupo

Notre

DameAllianzSaúdePrevent

Senior56%6789PopularityN/A1014

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,094,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bradesco

Saúde

ranks

third

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofBradesco

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?”.1Unimed16%2Hapvida3Bradesco

SaúdeAssimSaúdeAmilOutofconsumers

who

knew

thebrand,

16%

saidtheyowned

Bradesco

Saúde.Thisranksthemthirdcompared

to

other

brandssurveyed

inthismarket.456Grupo

Notre

DameSulAméricaPorto

SeguroPrevent

SeniorAllianzSaúde7884%96%UsageN/A106%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=1,094,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Bradesco

Saúde

is

fourth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBradesco

Saúde’s

consumersRank#

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.1Unimed18%2SulAmérica84%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?”.779%879%82%976%Outofrespondents

whohaveowned

Bradesco

Saúde,82%

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=179,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Bradesco

Saúde

has

a

score

of

37%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBradesco

SaúdeRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Unimed2Hapvida38%3Bradesco

SaúdePorto

SeguroAmil37%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyhadheardaboutBradesco

Saúdeinthe

media.

Thisranksthemthird

compared

tootherbrandssurveyedinthismarket.430%528%6AssimSaúdeSulAméricaPrevent

SeniorAllianzSaúdeGrupo

Notre

Dame25%63%723%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=1,094,

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