Brand KPIs for health insurance：Central Krankenversicherung in Germany-英文培訓(xùn)課件2025.4VIP

CONSUMER&

BRANDBrandKPIs

for

health

insurance:Central

Krankenversicherung

inGermanyConsumer

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

Central

Krankenversicherung’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,

asofNovember202446%

of

Central

Krankenversicherung

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??CentralKrankenversicherung’s

branding

resonates?CentralKrankenversicherung

ranksninth

inmore

with

Millennialsawareness

withinthehealthinsurancemarket?CentralKrankenversicherung

generally

appealsto?Thepopularity

ratingof

CentralKrankenversicherungwomen

more

than

menis7%?Among

CentralKrankenversicherung

enthusiasts,?CentralKrankenversicherung

ranksoutsidethe

Top41%

fallunderthe

high-income

category10

inownership?Consumers

want

theirhealthinsurancebrandstohavereliability,honesty

/trustworthiness,

andfriendliness?In

terms

of

loyalty,Central

Krankenversicherung

isoutsidetheTop10

inGermany?CentralKrankenversicherung

hasascore

of8%

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.4Awarenessis

the

highest

scoring

KPI

for

Central

Krankenversicherung

at

72%Brand

profile:

snapshotBrand

performance

of

Central

Krankenversicherungin

Germany72%46%8%7%3%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=896,

respondents

who

know

the

individual

brand

(popularity),

n=896,

respondentswho

know

the

individual

brand

(ownership),

n=26,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=896,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Central

Krankenversicherung’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCentral

Krankenversicherung

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatCentral

Krankenversicherungisliked

by8%

of

Babyboomers

and25%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is12%

and34%,

respectively.34%30%26%25%23%ForMillennials

andGen

Z,

42%

and

26%

feel

positivelytowards

Central

Krankenversicherung,

versus

30%

and23%.

Socurrently,

forCentralKrankenversicherung,Millennials

connect

most

withtheirbrandcompared

tothe

overall

industryuser.12%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=65,

Central

Krankenversicherung

enthusiast,

n=1,200,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Central

Krankenversicherung

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

CentralKrankenversicherung

shows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof2%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

CentralKrankenversicherunghasalower

proportion

of

LGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.49%51%51%49%51%

ofwomen

likeCentralKrankenversicherung

compared

to49%of

men,whereas

forthe

overall

industry,51%

ofmen

own

healthinsurancecompared

to

49%

of

women.92%87%2%

of

CentralKrankenversicherungenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

7%

among

industryusersoverall.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=65,

CentralKrankenversicherung

enthusiast,

n=1,200,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Central

Krankenversicherung

enthusiasts,

41%

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.23%25%Single33%33%34%41%18%24%CoupleSingleparentNuclear41%

ofCentral

Krankenversicherungenthusiastsare

from

high-incomehouseholds.Central

Krankenversicherung’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

amulti-generationalhousehold,

6%

of

CentralKrankenversicherung

enthusiastshavethiscurrent

living

situation.11%9%21%29%26%Multi-generational6%2%38%8%11%ExtendedOther5%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=65,

Central

Krankenversicherung

enthusiast,

n=1,200,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

health

insurance

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesownerswant

from

healthinsurancebrandsForhealth

insurance,thetopthreequalitiesowners

want

fromabrandarereliability,

honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Central

Krankenversicherung

ownersalsoappreciate

these

key

attributes,indicating

Central

Krankenversicherungexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatCentralReliabilityExclusivityKrankenversicherung

enthusiastsareleast

focused

onare

thrill/excitementandcoolness.InnovationInclusivenessFriendlinessCentral

Krankenversicherung

shouldwork

onpromoting

friendliness

toconvert

enthusiastsinto

owners.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=26,

Central

Krankenversicherung

owners’,n=65,

Central

Krankenversicherung

enthusiast,

n=1,200,

health

insuranceownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Central

Krankenversicherung

fans,

18%

state

that

they

get

excited

abouthealth

insurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?48%41%32%31%27%23%18%16%14%11%

11%9%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=65,

Central

Krankenversicherungenthusiast,

n=1,200,

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.1146%

of

Central

Krankenversicherung

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinGermany

is

67%.

Awarenessof

CentralKrankenversicherung,

however,

is

at72%.Awareness7%

of

German

healthinsuranceowners

saytheylikeCentral

Krankenversicherung,

compared

toanindustryaverage

brand

popularity

of19%.3%

of

industryowners

inGermany

say

theyownCentral

Krankenversicherung,

with

theaverageownership

of

abrand

at9%.BuzzPopularity46%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of75%.Central

Krankenversicherung

hasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of8%

compared

to

14%.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=1,248,

all

respondents

(awareness),

n=896,

respondents

who

know

the

individual

brand

(popularity),

n=896,

respondentswho

know

the

individual

brand

(ownership),

n=26,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=896,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Central

Krankenversicherung

ranks

ninth

in

awareness

within

the

healthinsurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCentral

KrankenversicherungRank#

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.1AOK93%90%80%78%77%76%74%74%72%66%2AllianzAXA28%34Ergo

DirektTechniker

Krankenkasse(TK)5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BarmerDAK772%8DKVOutofallrespondents,

72%

were

aware

of

CentralKrankenversicherung.

Thisranksthemninthcompared

to

other

brandssurveyed

inthismarket.CentralKrankenversicherung9AwarenessN/A10SignalIduna13

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

Central

Krankenversicherung

is

7%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCentral

KrankenversicherungRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.7%1AOK52%2Techniker

Krankenkasse

(TK)

31%3AllianzBarmerDAK29%26%22%20%19%17%16%15%4Outofconsumers

who

knew

thebrand,

7%

saidtheyliked

Central

Krankenversicherung.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.56IKK7Ergo

DirektSBK893%9DebekaAXAPopularityN/A1014

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=896,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Central

Krankenversicherung

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofCentral

KrankenversicherungRank#

BrandUsage

%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.3%1AOK40%2Techniker

Krankenkasse

(TK)

14%3BarmerAllianzDAK14%12%11%9%Outofconsumers

who

knew

thebrand,

3%

saidtheyowned

Central

Krankenversicherung.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.456SBK7IKK9%8AXA7%9Ergo

DirektDebeka7%97%UsageN/A107%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=896,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Central

Krankenversicherung

is

outside

the

Top

10

inGermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCentral

Krankenversicherung’sconsumersRank#

BrandLoyalty

%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.1Techniker

Krankenkasse

(TK)

91%2AOK89%87%86%86%81%80%80%78%78%3DebekaKnappschaftIKK446%554%6DAKTomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7BarmerAllianz8KKHKaufm?nnischeKrankenkasse9Outofrespondents

whohaveowned

CentralKrankenversicherung,

46%

saidtheywould

purchasethe

brandagain.LoyaltyN/A10DKV16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=26,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Central

Krankenversicherung

has

a

score

of

8%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCentral

KrankenversicherungRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.8%1AOK2Allianz35%3Ergo

DirektAXA28%Outofconsumers

who

knew

thebrand,

8%

saidtheyhadheardaboutCentral

Krankenversicherung

inthemedia.

This

ranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.419%5BarmerHanseMerkur16%615%7Techniker

Krankenkasse

(TK)

12%8DAK12%10%9%92%9SignalIdunaDebekaBuzzN/A1017

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=896,

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

exclusiveS