CONSUMER&

BRANDBrandKPIs

for

health

insurance:

KKHKaufm?nnische

Krankenkasse

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

KKHKaufm?nnischeKrankenkasse’s

performance

inthe

healthinsurancemarket.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,

asofNovember202478%

of

KKH

Kaufm?nnische

Krankenkasse

owners

display

loyalty

towards

thebrandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??KKHKaufm?nnischeKrankenkasse’s

brandingresonates

more

with

Gen

X?KKHKaufm?nnischeKrankenkasse

ranksoutsidetheTop

10

inawareness

within

the

healthinsurancemarket?KKHKaufm?nnischeKrankenkasse

generally

appealstomen

more

than

women?Thepopularity

ratingof

KKH

Kaufm?nnischeKrankenkasse

is

15%?Among

KKH

Kaufm?nnischeKrankenkasseenthusiasts,41%

fallunderthehigh-income

category?KKHKaufm?nnischeKrankenkasse

ranksoutsidetheTop

10inownership?Consumers

want

theirhealthinsurancebrandstohavereliability,honesty

/trustworthiness,

andfriendliness?Interms

of

loyalty,KKHKaufm?nnischeKrankenkasseisninth

inGermany?KKHKaufm?nnischeKrankenkasse

hasascore

of

4%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.4Loyalty

is

the

highest

scoring

KPI

for

KKH

Kaufm?nnische

Krankenkasse

at

78%Brand

profile:

snapshotBrand

performance

of

KKH

Kaufm?nnische

Krankenkasse

inGermany78%56%15%5%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),

n=694,

respondents

who

know

the

individual

brand

(popularity),

n=694,

respondentswho

know

the

individual

brand

(ownership),

n=37,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=694,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024KKH

Kaufm?nnische

Krankenkasse’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations44%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKKHKaufm?nnischeKrankenkassebygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatKKH

Kaufm?nnischeKrankenkasse

is

liked

by13%

of

Baby

boomers

and44%

ofGen

Xers,whereas

the

total

shareof

industryusers

is12%

and34%,

respectively.34%30%

30%23%ForMillennials

andGen

Z,

30%

and

13%

feel

positivelytowards

KKHKaufm?nnischeKrankenkasse,

versus30%

and

23%.

Socurrently,

forKKH

Kaufm?nnischeKrankenkasse,

Gen

Xconnects

most

with

theirbrandcompared

to

theoverall

industryuser.13%13%12%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=102,

KKH

Kaufm?nnische

Krankenkasse

enthusiast,

n=1,200,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024KKH

Kaufm?nnische

Krankenkasse

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

KKHKaufm?nnischeKrankenkasse

shows

thatwomen

areless

likely

tohaveanaffinitywiththebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof3%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

KKHKaufm?nnischeKrankenkasse

hasalower

proportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.46%54%49%51%54%

ofmen

likeKKHKaufm?nnischeKrankenkasse

compared

to

46%

ofwomen,

whereas

forthe

overall

industry,51%

ofmen

own

healthinsurancecompared

to

49%

of

women.94%87%3%

of

KKH

Kaufm?nnischeKrankenkasse

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

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=102,

KKHKaufm?nnische

Krankenkasse

enthusiast,

n=1,200,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

KKH

Kaufm?nnische

Krankenkasse

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.21%25%Single33%33%34%41%30%24%CoupleSingleparentNuclear41%

ofKKHKaufm?nnischeKrankenkasse

enthusiastsarefrom

high-income

households.KKHKaufm?nnischeKrankenkasse’sbrandisgenerally

enjoyed

more

byconsumers

who

arepartof

acouplehousehold,

30%

ofKKHKaufm?nnischeKrankenkasse

enthusiastshavethiscurrent

living

situation.10%9%28%26%31%Multi-generational3%2%6%ExtendedOther28%11%2%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=102,

KKH

Kaufm?nnische

Krankenkasse

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.Authenticity100%Thrill/ExcitementSustainabilityBoldnessCleverness80%60%40%20%0%KKHKaufm?nnischeKrankenkasseowners

also

appreciate

thesekeyattributes,indicating

KKHKaufm?nnischeKrankenkasse

exudesthese

qualities.SocialresponsibilityCoolnessReliabilityExclusivityThequalitiesthatKKH

Kaufm?nnischeKrankenkasse

enthusiastsareleastfocused

onare

thrill/excitement

andboldness.InnovationInclusivenessFriendlinessHighvalueKKHKaufm?nnischeKrankenkasseshouldwork

on

promoting

high

valuetoconvert

enthusiastsinto

owners.Honesty/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=37,

KKH

Kaufm?nnische

Krankenkasse

owners’,n=102,

KKH

Kaufm?nnische

Krankenkasse

enthusiast,

n=1,200,health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

KKH

Kaufm?nnische

Krankenkasse

fans,

11%

state

that

they

get

excitedabout

health

insurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?44%41%41%27%22%19%16%14%11%11%9%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=102,

KKH

Kaufm?nnische

Krankenkasseenthusiast,

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.1178%

of

KKH

Kaufm?nnische

Krankenkasse

owners

display

loyalty

towards

thebrandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinGermany

is

67%.

Awarenessof

KKH

Kaufm?nnischeKrankenkasse,

however,

isat56%.Awareness15%

ofGerman

healthinsuranceowners

saythey

likeKKHKaufm?nnischeKrankenkasse,

compared

toanindustryaverage

brand

popularity

of19%.BuzzPopularity5%

of

industryowners

inGermany

say

theyown

KKHKaufm?nnischeKrankenkasse,

with

the

averageownership

of

abrand

at9%.78%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of75%.KKHKaufm?nnischeKrankenkasse

hasbeen

noticedless

in

themedia

compared

to

other

brands,with

a“Buzz”score

of

4%

compared

to14%.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=694,

respondents

who

know

the

individual

brand

(popularity),

n=694,

respondentswho

know

the

individual

brand

(ownership),

n=37,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=694,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024KKH

Kaufm?nnische

Krankenkasse

ranks

outside

the

Top

10

in

awareness

withinthe

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKKH

Kaufm?nnische

KrankenkasseRank#

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%2AllianzAXA34Ergo

Direkt44%Techniker

Krankenkasse(TK)5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%6BarmerDAK78DKVOutofallrespondents,

56%

were

aware

of

KKHKaufm?nnischeKrankenkasse.

ThisranksthemoutsidetheTop10

compared

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

KKH

Kaufm?nnische

Krankenkasse

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKKH

Kaufm?nnische

KrankenkasseRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AOK52%15%2Techniker

Krankenkasse

(TK)

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

who

knew

thebrand,

15%

saidtheyliked

KKHKaufm?nnischeKrankenkasse.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.56IKK7Ergo

DirektSBK885%9DebekaAXAPopularityN/A1014

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=694,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024KKH

Kaufm?nnische

Krankenkasse

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofKKH

Kaufm?nnische

KrankenkasseRank#

BrandUsage

%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.5%1AOK40%2Techniker

Krankenkasse

(TK)

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

who

knew

thebrand,

5%

saidtheyowned

KKHKaufm?nnischeKrankenkasse.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.456SBK7IKK9%8AXA7%9Ergo

DirektDebeka7%95%UsageN/A107%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=694,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

KKH

Kaufm?nnische

Krankenkasse

is

ninth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKKH

Kaufm?nnische

Krankenkasse’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%22%2AOK89%87%86%86%81%80%80%78%78%3DebekaKnappschaftIKK456DAKTomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

health

insurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7BarmerAllianz878%KKHKaufm?nnischeKrankenkasse9Outofrespondents

whohaveowned

KKHKaufm?nnischeKrankenkasse,

78%

saidthey

wouldpurchasethebrand

again.LoyaltyN/A10DKV16

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:

n=37,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024KKH

Kaufm?nnische

Krankenkasse

has

a

score

of

4%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKKH

Kaufm?nnische

KrankenkasseRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.4%1AOK2Allianz35%3Ergo

DirektAXA28%Outofconsumers

who

knew

thebrand,

4%

saidtheyhadheardaboutKKHKaufm?nnischeKrankenkasse

inthe

media.

Thisranksthemoutsidethe

Top

10419%5BarmerHanseMerkur16%compared

to

other

brandssurveyed

inthismarket.615%7Techniker

Krankenkasse

(TK)

12%8DAK12%10%9%9SignalIdunaDebeka96%BuzzN/A1017

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=694,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresul