机构研究报告-Brand KPIs for health insurance Grupo Notre Dame in Brazil-外文版培训课件

CONSUMER&

BRANDBrandKPIs

for

health

insurance:Grupo

Notre

Dame

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

GrupoNotre

Dame’sperformance

inthe

healthinsurance

market.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,

asofNovember202479%

of

Grupo

Notre

Dame

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•GrupoNotre

Dame’s

branding

resonates

more

with•GrupoNotre

Dame

ranksninth

inawareness

withinGen

Xthe

health

insurancemarket•GrupoNotre

Dame

generally

appealstowomenmore

than

men•Thepopularity

ratingof

GrupoNotre

Dame

is24%•GrupoNotre

Dame

rankssixth

inownership•Among

GrupoNotre

Dame

enthusiasts,39%

fallunderthe

high-income

category•Interms

of

loyalty,GrupoNotre

Dameis

seventh

inBrazil•Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

socialresponsibility•GrupoNotre

Dame

hasascore

of19%

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

for

Grupo

Notre

Dame

at

79%Brand

profile:

snapshotBrand

performance

of

GrupoNotre

Dame

inBrazil79%48%24%19%10%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=603,

respondents

who

know

the

individual

brand

(popularity),

n=603,

respondentswho

know

the

individual

brand

(ownership),

n=62,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=603,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Notre

Dame’s

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeGrupoNotre

Damebygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatGrupo

Notre

Dame

islikedby1%

of

Babyboomers

and

32%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

25%,

respectively.32%30%26%25%ForMillennials

andGen

Z,

41%

and

26%

feel

positivelytowards

GrupoNotre

Dame,

versus42%

and30%.

Socurrently,

forGrupoNotre

Dame,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.3%1%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=146,

Grupo

NotreDameenthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Notre

Dame

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

GrupoNotre

Dame

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

GrupoNotre

Dame

hasahigherproportion

ofLGBTQIA+49%51%55%55%

ofwomen

likeGrupoNotre

Damecompared

to

45%

of

men,whereas

forthe

overall

industry,51%

of

men

ownhealthinsurance

compared

to49%

ofwomen.91%89%consumers

when

compared

totheindustryusers

ingeneral.10%

ofGrupo

Notre

Dame

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.45%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=146,

GrupoNotreDameenthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Grupo

Notre

Dame

enthusiasts,

39%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.8%8%Single39%40%11%12%CoupleSingleparentNuclear39%

ofGrupo

Notre

Dame

enthusiastsarefrom

high-income

households.GrupoNotre

Dame’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

42%

ofGrupoNotre

Dame

enthusiastshavethiscurrent

living

situation.8%6%42%39%29%30%30%Multi-generational11%9%19%22%32%ExtendedOther0%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=146,

Grupo

NotreDameenthusiast,

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%GrupoNotre

Dame

owners

alsoappreciate

these

key

attributes,indicating

Grupo

Notre

Dame

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatGrupoNotre

Dameenthusiastsare

least

focused

on

arethrill/excitement

andhigh

value.ReliabilityExclusivityInnovationInclusivenessFriendlinessGrupoNotre

Dame

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/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=62,

Grupo

NotreDame

owners’,

n=146,

GrupoNotreDameenthusiast,

n=921,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Grupo

Notre

Dame

fans,

22%

state

that

they

get

excited

about

healthinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?50%42%41%36%36%35%32%27%25%24%22%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=146,

Grupo

NotreDameenthusiast,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.1179%

of

Grupo

Notre

Dame

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinBrazil

is61%.

Awareness

ofGrupoNotre

Dame,

however,

isat48%.Awareness24%

ofBrazilian

healthinsuranceowners

saytheylikeGrupoNotre

Dame,

compared

to

anindustryaveragebrandpopularityof

31%.10%

ofindustryowners

inBrazil

say

theyown

GrupoNotre

Dame,

with

the

average

ownership

of

abrand

at12%.BuzzPopularity79%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of77%.GrupoNotre

Dame

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of19%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=603,

respondents

who

know

the

individual

brand

(popularity),

n=603,

respondentswho

know

the

individual

brand

(ownership),

n=62,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=603,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Notre

Dame

ranks

ninth

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofGrupoNotre

DameRank#

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

SeguroSulAméricaAmil3448%552%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6AllianzSaúdeHapvida78MapfreOutofallrespondents,

48%

were

aware

of

GrupoNotre

Dame.

Thisranksthemninth

compared

to

otherbrandssurveyed

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

Grupo

Notre

Dame

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofGrupoNotre

DameRank#

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%24%2Bradesco

SaúdeHapvida34AmilOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

GrupoNotre

Dame.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.5SulAméricaPorto

SeguroAssimSaúdeGrupo

Notre

DameAllianzSaúdePrevent

Senior6776%89PopularityN/A1014

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=603,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Notre

Dame

ranks

sixth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofGrupoNotre

DameRank#

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?”.1Unimed10%2Hapvida3Bradesco

SaúdeAssimSaúdeAmilOutofconsumers

who

knew

thebrand,

10%

saidtheyowned

Grupo

Notre

Dame.

Thisranksthemsixthcompared

to

other

brandssurveyed

inthismarket.456Grupo

Notre

DameSulAméricaPorto

SeguroPrevent

SeniorAllianzSaúde7890%Usage96%N/A106%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=603,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Grupo

Notre

Dame

is

seventh

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofGrupoNotre

Dame’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.1Unimed21%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%79%976%Outofrespondents

whohaveowned

GrupoNotreDame,

79%

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=62,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Grupo

Notre

Dame

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofGrupoNotre

DameRank#

BrandBuzz%49%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Unimed19%2Hapvida38%3Bradesco

SaúdePorto

SeguroAmil37%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutGrupo

Notre

Dame

inthe

media.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.430%528%6AssimSaúdeSulAméricaPrevent

SeniorAllianzSaúdeGrupo

Notre

Dame25%723%823%81%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=603,

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

consumerinsightsto