Marketing study – Insurance Industry in Switzerland – Full Potential
Our 2016 Full Potential Study has studied six brands of the insurance industry: CSS, La Mobilière, Helsana, Atupri, Assura and Aquilana. It is Helsana who is doing best, with a pretty modest score of 57 points. This sector gets rather low results: 40 points on average, versus 47 if we consider all the sectors. Conclusion: insurance industry can push its marketing forward.
Fifteenth in the 2015 study, Helsana rises to the eighth place in 2016. A nice progression that is sustained by a position of undisputed leader in its category: Helsana is simply better on all fronts.
Especially Helsana (71) and La Mobilière (53) get good scores for their advertising activities: all others are below the overall average (47.4). It should be noted that CSS and Atupri are just under the surface with a good use of digital advertising. This criterion is also rather well mastered by all the observed brands since none gets less than 5/10.
Digital
In this area, the observed brands are generally below the 37.4 global average, except Helsana (48) and Atupri (46). Assura (37) barely floats above the surface. Rather unexpected observation: with the exception of Helsana, all actors have made efforts with respect to accessibility. Both in terms of mobile compatibility and of loading speed, scores lie between 4 and 6 out of 10. These scores place the insurance industry ahead others, such as watchmaking or retail, for example.
Branding
In branding, only Helsana and its 70 points manage to rise above the overall average (54.9). All the others are below, including La Mobilière (50). Yet, we feel a tendency to push the branding, which makes sense for a market marked by benefits that are often complicated to understand and therefore difficult to differentiate. But scores remain, however, very low. Apart from the segmentation which is often pretty well made, other criteria are only rarely well exploited, including the Why and the storymaking.
Our advice for the insurance industry: better deploy a strong branding to seduce a target that is not very enthusiastic about a difficult to understand and unattractive market. Improve commercial dimension, particularly by a better use of neuromarketing and incentives.
In branding, only Helsana and its 70 points manage to rise above the overall average (54.9). All the others are below, including La Mobilière (50). Yet, we feel a tendency to push the branding, which makes sense for a market marked by benefits that are often complicated to understand and therefore difficult to differentiate. But scores remain, however, very low. Apart from the segmentation which is often pretty well made, other criteria are only rarely well exploited, including the Why and the storymaking.
Our advice for the insurance industry: better deploy a strong branding to seduce a target that is not very enthusiastic about a difficult to understand and unattractive market. Improve commercial dimension, particularly by a better use of neuromarketing and incentives.