CONSUMER&

BRANDBrandKPIs

for

health

insurance:Kaiser

Permanente

in

the

UnitedStatesConsumer

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

Kaiser

Permanente’sperformance

inthe

healthinsurance

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,

asofNovember202475%

of

Kaiser

Permanente

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??KaiserPermanente’s

branding

resonates

more

with?KaiserPermanente

rankstenthinawareness

withinBaby

Boomersthe

health

insurancemarket?KaiserPermanente

generally

appealstowomenmore

than

men?Thepopularity

ratingof

KaiserPermanente

is25%?KaiserPermanente

ranksfifth

inownership?Among

KaiserPermanente

enthusiasts,46%

fallunderthe

high-income

category?Interms

of

loyalty,Kaiser

Permanente

isseventh

inthe

United

States?Consumers

want

theirhealthinsurancebrandstohavehonesty

/trustworthiness,

reliability,

and

highvalue?KaiserPermanente

hasascore

of

22%

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

Kaiser

Permanente

at

75%Brand

profile:

snapshotBrand

performance

of

Kaiser

Permanente

intheUnitedStates75%39%25%22%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=493,

respondents

who

know

the

individual

brand

(popularity),

n=493,

respondentswho

know

the

individual

brand

(ownership),

n=73,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=493,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kaiser

Permanente’s

branding

resonates

more

with

BabyBoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKaiser

Permanente

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatKaiser

Permanente

islikedby16%

of

Babyboomers

and

30%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

9%

and

31%,

respectively.31%30%24%16%16%ForMillennials

andGen

Z,

38%

and

16%

feel

positivelytowards

Kaiser

Permanente,

versus

36%

and

24%.

Socurrently,

forKaiserPermanente,

Baby

Boomersconnect

most

with

theirbrand

compared

tothe

overallindustryuser.9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestohealth

insurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=125,

Kaiser

Permanente

enthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Kaiser

Permanente

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kaiser

Permanente

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

KaiserPermanente

hasasimilar

proportion

of

LGBTQIA+50%50%52%48%52%

ofwomen

likeKaiser

Permanentecompared

to

48%

of

men,whereas

forthe

overall

industry,50%

of

women

ownhealthinsurance

compared

to50%

ofmen.90%consumers

when

compared

totheindustryusers

ingeneral.9%

of

KaiserPermanente

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

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=125,

KaiserPermanente

enthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Kaiser

Permanente

enthusiasts,

46%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%24%Single37%18%16%46%CoupleSingleparentNuclear46%

ofKaiser

Permanente

enthusiastsarefrom

high-income

households.Kaiser

Permanente’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

18%

ofKaiser

Permanente

enthusiastshavethiscurrent

living

situation.12%11%18%19%35%28%29%Multi-generational4%5%18%17%ExtendedOther25%10%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=125,

Kaiser

Permanente

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%Kaiser

Permanente

owners

alsoappreciate

these

key

attributes,indicating

Kaiser

Permanente

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatKaiserPermanenteenthusiastsare

least

focused

on

arethrill/excitement

andcleverness.ReliabilityExclusivityInnovationInclusivenessFriendlinessKaiser

Permanente

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.HighvalueHonesty/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=73,

Kaiser

Permanente

owners’,n=125,

Kaiser

Permanenteenthusiast,

n=1,039,

health

insurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Kaiser

Permanente

fans,

20%

state

that

they

get

excited

about

healthinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofhealthinsuranceingeneral?38%35%30%27%24%24%22%20%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=125,

Kaiser

Permanente

enthusiast,n=1,039,

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.1175%

of

Kaiser

Permanente

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

health

insurance,the

averageawareness

ofabrandinthe

United

Statesis55%.Awareness

ofKaiser

Permanente,

however,

isat39%.Awareness25%

ofU.S.

healthinsuranceowners

saytheylikeKaiser

Permanente,

compared

toanindustryaveragebrandpopularityof

25%.15%

ofindustryowners

inthe

United

Statessay

theyown

KaiserPermanente,

with

theaverage

ownershipof

abrand

at14%.BuzzPopularity75%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of70%.Kaiser

Permanente

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

22%

compared

to22%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Health

insurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),

n=493,

respondents

who

know

the

individual

brand

(popularity),

n=493,

respondentswho

know

the

individual

brand

(ownership),

n=73,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=493,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kaiser

Permanente

ranks

tenth

in

awareness

within

the

health

insurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKaiser

PermanenteRank#

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

BlueShieldUnitedHealthHumana339%45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6aetna61%7Metlife8CignaOutofallrespondents,

39%

were

aware

of

KaiserPermanente.

Thisranksthemtenthcompared

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

Kaiser

Permanente

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKaiser

PermanenteRank#

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%2UnitedHealthAnthem25%34HumanaStateFarmAllstateOutofconsumers

who

knew

thebrand,

25%

saidtheyliked

Kaiser

Permanente.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.567Kaiser

Permanenteaetna75%89CignaPopularityN/A10HCSC14

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=493,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kaiser

Permanente

ranksfifth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofKaiser

PermanenteRank#

BrandUsage

%27%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

healthinsurance,which

of

the

following

brandsdoyouowncurrently?”.1BlueCross

BlueShield15%2UnitedHealthAnthem20%316%Outofconsumers

who

knew

thebrand,

15%

saidtheyowned

Kaiser

Permanente.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.4Allianz15%5Kaiser

PermanenteHCSC15%614%7Allstate13%8aetna13%85%9HealthNetMolina

Healthcare13%UsageN/A1012%15

Notes:“When

it

comesto

health

insurance,

which

ofthe

following

brands

do

you

owncurrently?”;Multi

Pick;Base:n=493,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Kaiser

Permanente

is

seventh

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKaiser

Permanente’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%25%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%75%874%9Cigna72%Outofrespondents

whohaveowned

KaiserPermanente,

75%

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=73,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Kaiser

Permanente

has

a

score

of

22%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKaiser

PermanenteRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Allstate22%2BlueCross

BlueShieldStateFarmHumana33%332%Outofconsumers

who

knew

thebrand,

22%

saidtheyhadheardaboutKaiser

Permanente

inthe

media.

Thisranksthemsixthcompared

tootherbrandssurveyedinthismarket.431%5Allianz24%6Kaiser

PermanenteUnitedHealthCigna22%722%819%78%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=493,

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

consumerinsights