Brand KPIs for health insurance：Plan Seguro in Mexico-英文培訓(xùn)課件2025.4VIP

CONSUMER&

BRANDBrandKPIs

for

health

insurance:

PlanSeguro

in

MexicoConsumer

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

PlanSeguro’s

performance

inthe

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,

asofNovember202450%

of

Plan

Seguro

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Plan

Seguro’s

brandingresonates

more

withGen

Z?Plan

Seguro

ranksoutsidetheTop10

inawarenesswithin

the

healthinsurance

market?Plan

Seguro

generally

appealsto

women

more

thanmen?Thepopularity

ratingof

Plan

Seguro

is

15%?Among

Plan

Seguro

enthusiasts,28%

fallunderthe?Plan

Seguro

ranksoutsidetheTop10

inownershiphigh-income

category?Interms

of

loyalty,PlanSeguro

isoutsidetheTop10?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

socialresponsibilityinMexico?Plan

Seguro

hasascore

of

12%

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

Plan

Seguro

at

50%Brand

profile:

snapshotBrand

performance

of

Plan

SeguroinMexico50%31%15%12%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=386,

respondents

who

know

the

individual

brand

(popularity),

n=386,

respondentswho

know

the

individual

brand

(ownership),

n=36,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=386,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Plan

Seguro’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations56%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePlanSeguro

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatPlanSeguro

islikedby0%

of

Babyboomers

and

12%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

23%,

respectively.38%37%32%23%ForMillennials

andGen

Z,

32%

and

56%

feel

positivelytowards

PlanSeguro,

versus

38%

and

37%.

Socurrently,

forPlanSeguro,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.12%3%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=59,

Plan

Seguroenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024PlanSeguro

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

PlanSeguro

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Plan

Seguro

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.19%50%50%61%61%

ofwomen

likePlanSegurocompared

to

39%

of

men,whereas

forthe

overall

industry,50%

of

women

ownhealthinsurance

compared

to50%

ofmen.90%71%19%

ofPlanSeguro

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.39%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=59,

Plan

Seguroenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Plan

Seguro

enthusiasts,

28%

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.7%6%Single29%38%15%13%CoupleSingleparentNuclear28%

ofPlanSeguro

enthusiastsarefromhigh-income

households.PlanSeguro’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

32%

ofPlanSeguro

enthusiastshavethiscurrentlivingsituation.10%6%22%20%28%34%38%Multi-generational8%10%49%32%24%ExtendedOther7%3%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=59,

Plan

Seguroenthusiast,

n=949,

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%PlanSeguro

owners

alsoappreciatethese

key

attributes,indicatingPlanSeguro

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatPlan

Seguroenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityPlanSeguro

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.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=36,

Plan

Seguroowners’,n=59,

Plan

Seguroenthusiast,

n=949,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Plan

Seguro

fans,

15%

state

that

they

get

excited

about

health

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?58%48%46%44%34%32%27%23%22%15%13%11%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=59,

Plan

Seguroenthusiast,

n=949,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.1150%

of

Plan

Seguro

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinMexico

is55%.

Awareness

ofPlanSeguro,

however,

is

at31%.Awareness15%

ofMexican

health

insuranceowners

say

theylikePlanSeguro,

compared

toanindustryaverage

brandpopularity

of27%.9%

of

industryowners

inMexico

saythey

own

PlanSeguro,

with

the

average

ownership

ofabrandat13%.BuzzPopularity50%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.PlanSeguro

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

27%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=386,

respondents

who

know

the

individual

brand

(popularity),

n=386,

respondentswho

know

the

individual

brand

(ownership),

n=36,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=386,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PlanSeguro

ranks

outside

the

Top

10

in

awareness

within

the

health

insurancemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPlan

SeguroRank#

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.1BBVA91%88%82%80%77%74%61%58%57%44%Grupo

Nacional

Provincial(G.N.P.)231%34InbursaSeguros

BanorteAXA5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Metlife7Mapfre69%8Zurich

SantanderOutofallrespondents,

31%

were

aware

of

PlanSeguro.

ThisranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.Seguros

Monterrey

NewYork

Life9AwarenessN/A10Allianz13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Plan

Seguro

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPlan

SeguroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1MetlifeBBVA53%52%44%38%32%26%26%24%23%21%15%2Grupo

Nacional

Provincial(G.N.P.)34AXAOutofconsumers

who

knew

thebrand,

15%

saidtheyliked

PlanSeguro.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.5Mapfre6Seguros

BanorteSeguros

Monterrey

NewYork

Life78General

deSaludInbursa85%9PopularityN/A10HDISeguros14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=386,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PlanSeguro

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofPlan

SeguroRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.9%1BBVA2Metlife22%Grupo

Nacional

Provincial(G.N.P.)321%Outofconsumers

who

knew

thebrand,

9%

saidtheyowned

PlanSeguro.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4AXA17%Seguros

Monterrey

NewYork

Life511%6General

deSaludChubb11%710%8Mapfre10%91%9HDISegurosInbursa10%UsageN/A1010%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=386,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Plan

Seguro

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPlan

Seguro’s

consumersRank#

BrandLoyalty

%87%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.1MetlifeAllianz286%Grupo

Nacional

Provincial(G.N.P.)383%4BBVA83%Seguros

Monterrey

NewYork

Life50%50%582%6Zurich

SantanderAXA77%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.777%8HDISegurosMapfre74%973%Outofrespondents

whohaveowned

Plan

Seguro,50%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Chubb71%16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=36,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PlanSeguro

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPlan

SeguroRank#

BrandBuzz%56%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1BBVA12%Grupo

Nacional

Provincial(G.N.P.)248%3Metlife47%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutPlanSeguro

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4AXA44%5Seguros

BanorteInbursa31%629%7Mapfre28%8HDISegurosChubb24%88%922%BuzzN/A10Allianz21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=386,

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-dri