The health insurance market has many development potentials due to the constant expansion of the health sector. This is a market where it is difficult to attract new customers: 69% of customers say they do not want to change their supplementary health insurance. Hence the importance of brands, which have the function of building preference. This apparently highly consensual market at a lexical level nevertheless reveals numerous logics of figurative disruption that testify to its dynamism and vitality.
This is one of the main conclusions of the new study from the Xerfi Brand Mapping collection, a radical innovation in the field of studies of corporate communication by organizations. Thanks to an original methodological approach and powerful IT resources, combining competitive analysis, lexical analysis and visual analysis of logos, brands, acronyms, images and colors used by 60 players, the studies in this collection allow everyone to position themselves, for to strengthen and improve its communication strategy.
In particular, this study shows that…:
• … health insurance companies’ communication strategies oscillate between two diametrically opposed approaches: the anxiety-inducing and the beneficial. Some brands dramatize risks to draw attention to health insurance products, while others promote a positive vision of well-being and a fulfilled life. The insurance companies’ speeches can also be structured around handling uncertainty or projecting into an ideal future and thus promoting optimized health.
• Three types of narratives are prevalent in this sector: competence and achievement, community and utopian values, and affordability and access to care. These speeches help in meeting different customer needs while reaching out to different customer segments. Communication is generally factual and quantifiable, encouraging customers to request quotes.
• Finally, unexplored communication spaces such as the link between health and social progress as well as the concept of “better living” could be developed to further enrich the strategies of health insurance brands.
In addition to the summary, which provides a unique perspective on the positioning of brands in terms of communication, this report integrates an individual analysis of communication for each of the 60 analyzed actors, an analysis of lexical and visual communication by broad profile of actors, as well as numerous mappings to compare us with competitors.
For more complete information about this analysis, you can download the presentation document next to the video.
