BRAINTRUST, in the second edition of its study conducted on users and non-users of health insurance within the framework of the Competition Observatory, has analyzed the brand awareness and competitive positioning of companies. Adeslas and Sanitas lead in brand awareness among insured and uninsured individuals. In relation to health policyholders, the results obtained reveal that Adeslas, Sanitas, Asisa, and Mapfre have greater brand awareness than their competitors. When comparing these data with those from the 1st Edition of the Observatory in 2018, spontaneous recall has fallen by 1.3%, 3.9%, and 1.1% respectively for all companies except Asisa. 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 appears in first place, followed by Adeslas, then Mapfre, and Asisa in fourth place. Compared to the previous edition, awareness percentages fluctuate, with Sanitas and Asisa falling (4.3% and -0.6%) and Adeslas and Mapfre rising (+0.3% and +2.95%).
The study also analyzes brand recall among the top five companies, referred to as Suggested Awareness. Sanitas tops this ranking once again in this second edition, both among those with health insurance and those without. As for the next positions that complete this top five, their order differs between those with health insurance and those without. Among those withhealth insurance, the order is: Sanitas, Mapfre, Asisa, Adeslas, and Santalucía, while among those without insurance, it is : Sanitas, Mapfre, Allianz, and Santalucía, with identical scores in third and fourth place, and Axa in fifth place.
The rating of companies by users with health insurance is another of the parameters studied. Users rated their image of insurers on a scale of 0 to 10. The difference between the highest-rated company, Sanitas, with 6.87 points, and the lowest-rated company, Santalucía, with 5.85 points, was just over one point.
The Recommendation Index or NPS (Net Promoter Score), which allows companies to compare themselves with each other based on their customer recommendations, was another indicator evaluated in the recent edition of the Competitiveness Study conducted by BRAINTRUST. This index is closely related to customer experience and can be used to calculate companies' growth potential. A high NPS translates into a high capacity for customer retention and also for recommendation to their circles of contacts. The average NPS rating measured in the study is 16%, a percentage exceeded by the companies Asisa, Adeslas, and Sanitas. In turn, the three companies with the highest percentage of promoters are, first, Sanitas, then Adeslas, and then Asisa.
After evaluating and analyzing the above indicators, it is clear that the brand awareness and image that companies project to the market are not always related to the value that their own customers subsequently place on their experience. Companies need to work on improving their NPS scores, an indicator that should not be overlooked because it evaluates two key levers for sustained growth: retention and recommendation.
