designing better private health insurance
Case Studies
The Brief
To develop a segmentation model for the private health insurance (PHI) market, identifying the size and value of customer segments, and their needs, expectations, and experience of PHI.
To develop a segmentation model for the private health insurance (PHI) market, identifying the size and value of customer segments, and their needs, expectations, and experience of PHI.
The approach
We started by conducting a comprehensive foundational Usage & Attitude study, which gave us a deep understanding of the category and the needs of consumers. 1,200 PHI customers and prospective PHI purchasers were surveyed to identify customer segments, understand path to purchase, and assess brand health and perceptions. Four unique segments were identified.
The segmentation model was validated and further explored through qualitative research, with 31 respondents from the stage 1 survey participating in an online discussion board. The purpose of this stage was to create customer personas and identify opportunities to improve customer experience, strengthen the customer value proposition and design new products and services.
We started by conducting a comprehensive foundational Usage & Attitude study, which gave us a deep understanding of the category and the needs of consumers. 1,200 PHI customers and prospective PHI purchasers were surveyed to identify customer segments, understand path to purchase, and assess brand health and perceptions. Four unique segments were identified.
The segmentation model was validated and further explored through qualitative research, with 31 respondents from the stage 1 survey participating in an online discussion board. The purpose of this stage was to create customer personas and identify opportunities to improve customer experience, strengthen the customer value proposition and design new products and services.
The challenge
A disengaged group of PHI policy holders was identified as a key segment in stage one. This group was difficult group to recruit for stage two and we therefore over-recruited to achieve representation from all the identified segments.
A disengaged group of PHI policy holders was identified as a key segment in stage one. This group was difficult group to recruit for stage two and we therefore over-recruited to achieve representation from all the identified segments.
The insight
The research uncovered a significant lack of understanding of PHI policies, products, terminology, and coverage. This can lead to customers questioning the value of their policy when faced with unexpected out of pocket costs after submitting a claim.
The research uncovered a significant lack of understanding of PHI policies, products, terminology, and coverage. This can lead to customers questioning the value of their policy when faced with unexpected out of pocket costs after submitting a claim.
The outcome
Two reports and four personas were delivered to the client. Opportunities were identified to design better and more transparent products and policies, make significant improvements to the customer experience, and develop an effective sales and marketing strategy.
Two reports and four personas were delivered to the client. Opportunities were identified to design better and more transparent products and policies, make significant improvements to the customer experience, and develop an effective sales and marketing strategy.