Premiums have now been public for a week, and our large-scale Health Insurance study has started as well. In last year's study, ZilverenKruis.nl was the overall winner: it had high Findability and many consumers gave it their Preference. On thematic components, parties such as Consumentenbond.nl, DeFriesland.nl and DSW.nl scored well. In this article we take a closer look at DeFriesland.nl, which consumers rated well on both Look & Feel and Offering in the In-depth phase. These two components are what give DeFriesland.nl its strong score:
#1 Short and clear information on the smartphone
On the Look & Feel theme, DeFriesland.nl takes first place on 7 of the 7 components surveyed, including 'little superfluous information'. The open questions already bring out some strong points of the mobile website. One consumer says: "Comes across as calm. Contains enough info without a lot of clicking around", and another adds: "Clear, short information".
Compared to other health insurers, DeFriesland.nl has few hyperlinks in its text. Pop-ups and drop-downs meet the consumer's need for information without leading them away from the website.
The extra information is short and to the point, and that is why the DeFriesland.nl website also scores so well on Look & Feel.
#2 Three products, something for everyone
DeFriesland.nl is also concise in its product range. Consumers can choose from 3 packages, which they find varied and clear. With package 1, the insurer offers the lowest price, but customers arrange everything themselves online. The second package is somewhat more extensive. Everything is arranged for the consumer, and the USPs focus on problems the consumer may run into: this policy means 'no hassle with invoices' and offers the option to 'pay the deductible in instalments'. The third package is for consumers who like free choice. Here consumers choose their own care provider. The benefits for the customer are that reimbursements are paid within 10 working days and that claims are easy to submit online.
About the offering, consumers say: "Very varied. Something for everyone. Package variety goes hand in hand with balanced pricing" and "The offering is sufficient. Not very broad, but it seems enough to me".
A straight line to the finish
To help health insurers gain the winning ground in the insurance season, WUA focuses on speed and concrete best practices such as the examples above. This means: a full scan of your funnel compared with others in the market as quickly as possible, with insight into the essential improvements and, linked to them, examples from the market that perform better than you on that component. With just 1 goal: delivering an optimal customer experience to grow your digital sales.
