BRAINTRUST, in the 2nd edition of its study carried out among users and non-users of health insurance within the framework of the Competition Observatory, has analysed the notoriety and competitive positioning of companies. Adeslas and Sanitas lead the way in terms of awareness among policyholders and non-policyholders. In relation to health policyholders, the results obtained reveal that the companies Adeslas, Sanitas, Asisa and Mapfre have a reputation above that of their competitors. When comparing these data with those obtained in the 1st Edition of the Observatory in 2018, in all of them except Asisa, spontaneous recall has fallen by 1.3%, 3.9% and 1.1% respectively. Asisa increased its awareness by 3.8%, reaching 14.3% in this 2nd edition. When considering this indicator among users who do not have health insurance, the same four companies occupy the top positions, although their order changes. Sanitas comes first, followed by Adeslas, then Mapfre and in fourth position Asisa. Compared to the previous edition, the percentages of notoriety fluctuate, while in Sanitas and Asisa they fall (4.3% and -0.6%) in Adeslas and Mapfre they rise (+0.3% and +2.95).
The study also analyses brand recall among the top 5 companies, known as Suggested Awareness. Sanitas, once again in this second edition, tops the ranking, both among health insurance policyholders and among those without health insurance. As for the following positions that complete this top 5, their order is different between the health insuredand the uninsured, thus, among the health insuredthe arrangement is: Sanitas, Mapfre, Asisa, Adeslas and Santalucía, while among the uninsured it is: Sanitas, Mapfre, Allianz and Santalucía with identical values in third and fourth place, and in fifth place, Axa.
The evaluation of the companies by users with health insurance is another of the parameters studied, with users rating the image they have of the insurers on a scale of 0 to 10. The difference between the best rated Sanitas with 6.87 points and the lowest rated Santalucía with 5.85 was just over one point.
The Net Promoter Score ( NPS), which allows companies to compare themselves by the recommendation they have among their customers, was another of the indicators evaluated in the recent edition of the BRAINTRUST Competition study . This index is closely related to customer experience and can be used to calculate the growth potential of companies. A high NPS translates into a high capacity to retain customers and also to recommend them to their circles of contact. The average NPS rating measured in the study is 16%, a percentage surpassed by the companies Asisa, Adeslas, and Sanitas. In turn, the 3 companies with the highest percentage of promoters are, firstly, Sanitas, then Adeslas and then Asisa.
After evaluating and analysing the above indicators, it is clear that the brand awareness and image that companies project to the market are not always related to the experience rating they receive from their own customers. Companies need to work on improving the results of the NPS index, an indicator that should not go unnoticed by them because it evaluates two key levers for sustained growth: retention and recommendation capacity.