- Health insurance policyholders rank Sanitas, Mapfre, and Segurcaixa Adeslas above average in terms of brand reputation.
- Among thetop five companiesrecommended by users and customers in our study, the best-ranked insurer is ASISA, while the one with the lowest recommendation rates is Mapfre.
BRAINTRUST, in a study conducted on users and non-users of health insurance within the framework of the Competition Observatory it has deployed in this insurance sector, has analyzed the brand awareness and competitive positioning of companies using three indicators. The first of these, referring to spontaneous brand recall at first mention (top of mind), is led by the insurers Segurcaixa Adeslas and Sanitas. In terms of suggested awareness, Sanitas leads the ranking among health insurance policyholders as well as among those interviewed who do not have insurance, while Segurcaixa Adeslas falls to fourth place behind Mapfre and Asisa. Finally, in terms of brand image assessment by policyholders—both customers and non-customers of the company—Sanitas once again tops the ranking, achieving a score of 6.98 out of 10. Behind it, and also above the average rating (6.45), are Sanitas, Mapfre, and Segurcaixa Adeslas. Below the average are Asisa, DKV, Axa, Generali Seguros, and Fiatc.
In summary, according to the data derived from this Observatory, Sanitas occupies the top positions in all three rankings, although in terms of spontaneous awareness it falls to second place behind Adeslas when analyzing the responses of those who do not currently have health insurance.
User rating
Another indicator analyzed in the study is the Net Promoter Score (NPS), which allows companies to compare themselves with each other. This index, used to measure the degree to which a company is recommended, is closely related to customer experience and is often used to calculate companies' growth potential, given that a high NPS translates into a high capacity for customer retention on the one hand, and recommendations by customers to people in their circles of contact on the other, both of which are key levers for sustained growth.
In its study, BRAINTRUST uses NPS to analyze how companies are rated by health insurance users in this case. Interestingly, the results are mixed and differ from the previous three rankings, as Asisa takes the top spot among the top five companies with an NPS score well above its rivals, followed by DKV and Sanitas, with Segurcaixa Adeslas and Mapfre occupying the bottom two positions in the top five. It follows from the above that the brand awareness and image that companies project to the market are not always related to the assessment of the experience that their own customers then give them.
Photo byHyttalo SouzaonUnsplash
