Brand KPIs for health insurance：Cigna in the United States-英文培訓(xùn)課件2025.4VIP

CONSUMER&

BRANDBrandKPIs

for

health

insurance:

Cignain

the

United

StatesConsumer

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

Cigna’sperformance

inthehealthinsurance

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,

asofNovember202472%

of

Cigna

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Cigna’sbranding

resonates

more

with

Millennials?Cigna

generally

appealstomen

more

than

women?Cigna

rankseighthinawareness

withinthehealthinsurancemarket?Thepopularity

ratingof

Cigna

is22%?Among

Cigna

enthusiasts,46%

fallunderthehigh-income

category?Cigna

ranksoutsidetheTop10

inownership?Interms

of

loyalty,Cignaisninth

inthe

United

States?Cigna

hasascore

of

19%

formedia

buzz?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

highvalue3Sources:

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

forCigna

at

72%Brand

profile:

snapshotBrand

performance

of

CignaintheUnited

States72%62%22%19%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=777,

respondents

who

know

the

individual

brand

(popularity),

n=777,

respondentswho

know

the

individual

brand

(ownership),

n=71,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=777,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Cigna’sbranding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeCignabygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatCignais

likedby10%

ofBaby

boomers

and34%

ofGenXers,

whereas

thetotalshareof

industryusers

is9%and31%,

respectively.34%31%24%16%ForMillennials

andGen

Z,

41%

and

16%

feel

positivelytowards

Cigna,versus

36%

and

24%.

Socurrently,

forCigna,Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.10%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=173,

Cigna

enthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Cigna

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Cignashows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Cigna

hasasimilar

proportionof

LGBTQIA+consumers

when12%10%88%49%51%50%50%51%

ofmen

likeCignacompared

to49%of

women,

whereas

forthe

overallindustry,50%

of

women

own

healthinsurancecompared

to

50%

of

men.88%compared

to

theindustryusers

ingeneral.12%

ofCignaenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to10%

amongindustryusers

overall.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=173,

Cignaenthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Cigna

enthusiasts,

46%

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.22%24%Single37%21%16%46%CoupleSingleparentNuclear46%

ofCignaenthusiastsare

from

high-income

households.Cigna’sbrandisgenerally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

25%

ofCignaenthusiastshavethiscurrent

livingsituation.10%11%25%35%28%19%35%Multi-generational2%5%11%ExtendedOther17%19%8%8%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=173,

Cigna

enthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

health

insurance

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesownerswant

from

healthinsurancebrandsForhealth

insurance,thetopthreequalitiesowners

want

fromabrandarehonesty

/trustworthiness,

reliability,

andhighvalue.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Cignaowners

alsoappreciate

these

keyattributes,indicating

Cigna

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatCigna

enthusiastsareleast

focused

onare

thrill/excitementandcoolness.ReliabilityExclusivityCignashouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.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=71,

Cigna

owners’,n=173,

Cigna

enthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Cigna

fans,

18%

state

that

they

get

excited

about

health

insuranceprovidersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?43%37%35%29%25%24%24%23%18%18%16%13%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=173,

Cigna

enthusiast,

n=1,039,

healthinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

Cigna

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinthe

United

Statesis55%.Awareness

ofCigna,however,

isat62%.Awareness22%

ofU.S.

healthinsuranceowners

saytheylikeCigna,compared

toanindustryaverage

brandpopularity

of25%.9%

of

industryowners

inthe

United

Statessaytheyown

Cigna,

with

theaverage

ownership

of

abrand

at14%.BuzzPopularity72%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.Cignahasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of19%

compared

to22%.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=1,249,

all

respondents

(awareness),

n=777,

respondents

who

know

the

individual

brand

(popularity),

n=777,

respondentswho

know

the

individual

brand

(ownership),

n=71,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=777,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Cigna

ranks

eighth

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofCignaRank#

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.1Allstate86%86%84%80%70%66%65%62%51%39%2StateFarmBlueCross

BlueShieldUnitedHealthHumana338%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6aetna62%7Metlife8CignaOutofallrespondents,

62%

were

aware

of

Cigna.Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.9AnthemAwarenessN/A10Kaiser

Permanente13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Cigna

is

22%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofCignaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1BlueCross

BlueShield53%36%29%29%27%26%25%25%22%20%22%2UnitedHealthAnthem34HumanaStateFarmAllstateOutofconsumers

who

knew

thebrand,

22%

saidtheyliked

Cigna.Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.567Kaiser

Permanenteaetna878%9CignaPopularityN/A10HCSC14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=777,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Cigna

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofCignaRank#

BrandUsage

%27%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.9%1BlueCross

BlueShield2UnitedHealthAnthem20%316%Outofconsumers

who

knew

thebrand,

9%

saidtheyowned

Cigna.Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.4Allianz15%5Kaiser

PermanenteHCSC15%614%7Allstate13%8aetna13%91%Usage9HealthNetMolina

Healthcare13%N/A1012%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=777,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Cigna

is

ninth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofCigna’sconsumersRank#

BrandLoyalty

%85%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.1BlueCross

BlueShield2UnitedHealthHumana83%28%380%4Molina

HealthcareStateFarmaetna80%578%678%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7Kaiser

PermanenteAllstate75%72%874%9Cigna72%Outofrespondents

whohaveowned

Cigna,

72%

saidthey

would

purchasethebrandagain.LoyaltyN/A10Anthem69%16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=71,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Cigna

has

a

score

of

19%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofCignaRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Allstate19%2BlueCross

BlueShieldStateFarmHumana33%332%Outofconsumers

who

knew

thebrand,

19%

saidtheyhadheardaboutCignainthe

media.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.431%5Allianz24%6Kaiser

PermanenteUnitedHealthCigna22%722%819%81%9Metlife19%BuzzN/A10Anthem18%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=777,

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-drivendecisions

andunlocknewgrowthopportunities.?

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