Suzy Coulson
Suzy Coulson 27 April 2016

Traditional Health Insurance Brands Offer A Stronger Online Customer Experience Than Digital Disruptors

“Based on this [health insurance] website – I think I would give up before finding what I was looking for.” – research participant. This quote was captured in 2015 when Global Reviews interviewed over 1700 ‘in market’ health insurance consumers.

That being consumers actively in the market for buying health insurance within the next 90 days at the time of the research – as part of their health insurance programme, resulting in a very specific, active and robust sample for the purposes of this research.

Concentrating specifically on the desktop journey, the performance of 17 health insurance brands across 3 different countries; Ireland, UK and Australia were benchmarked. These brands were segmented into disruptor, agile and traditional brands – see infographic below for definitions.

So which type of brand within the market segments outlined best meets customer needs along the customer journey? Within the ‘Consider’ and ‘Act’ phases of our Digital Sales Effectiveness benchmark, we looked at each stage of the online customer journey for the brands within each segment. The topline results are displayed in the infographic.

  • When it comes to first impressions on a homepage, ‘Traditional’ brands had the most stable score across all areas of the radar chart, mostly outperforming agile and disruptor brands
  • Disruptor brands were found not to be doing well in terms of trust
  • Clear gap for ‘agiles’ in relation to “I would be likely to use this website” on the first impression of the website

It is clear from our research that trust needs to be built, in particular at the application form stage for the ‘disruptor’ brands with security and privacy not being communicated well at the application form stage.

It appears that while disruptor brands are potentially doing well to shake up the market, their website experiences are perhaps a bit too formulaic and are trying too hard to be different and advanced.

“It appears all marketing hype almost to the point of being bogus. At no time did I feel that the [health insurance] website was providing ‘me’ with a service. It was more focused on boxing me into its fixed formatted process.” – research participant

“The experience with the sample website was not ideal, although quite typical of modern websites.” – research participant

As a result, agile and traditional brands are generally providing a stronger online customer experience – although they each hold their own sets of weak spots that could do with some improvement.

What is the right balance for evolving without losing touch with the traditional aspects that bring a sense of trust with it? Contact us to find out where your website fits and how you can strike that balance in order to deliver the best online experience for your customers.

Health Insurance

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Google Analytics in Only Three Numbers

Google Analytics in Only Three Numbers

Financial advisors and other professionals can decipher a lot of information from Google Analytics with three simple categories.

Marina Howell
Marina Howell 17 October 2016
Read more
How to Optimize Your Confirmation Email Design and Make It Bring You More Sales

How to Optimize Your Confirmation Email Design and Make It Bring You More Sales

Email marketing is not just about newsletters! Transactional and confirmation emails shouldn’t be neglected when it comes to design and content. An exceptional confirmation email can help you nail another purchase in minutes.

Roland Pokornyik
Roland Pokornyik 17 October 2016
Read more
Get a Complete View of Your Customer Journey in 5 Easy Steps

Get a Complete View of Your Customer Journey in 5 Easy Steps

Here's how you can get a complete view of your customer journey so that your email campaigns continue to win new customers.

Sophia Skinbjerg
Sophia Skinbjerg 18 October 2016
Read more
How to Solve the Two Biggest Challenges of Social Media Marketing

How to Solve the Two Biggest Challenges of Social Media Marketing

Most small businesses spend more than 6 hours per week on social media marketing and more than one-third post at least once per day. Along with finding the time, the other biggest challenge professionals face is finding the right content to post. If you’re experiencing these challenges, keep reading because we’re going to help you solve them.

Melissa Darcey
Melissa Darcey 20 October 2016
Read more