In this article we're going to show you how to win over customers in the supplementary health sector by following in the footsteps of the largest Brazilian health insurance companies. As a highly competitive sector with a growing demand for better services, health insurance companies need to adopt different strategies to win over and retain customers. Below, we'll show you how the largest health insurance companies implement various actions to attract new customers and maintain the loyalty of those who already use their services. Keep reading until the end and make the most of this content:
Focus on quality of service
The quality of the service provided is one of the most important factors when it comes to winning over and retaining customers in the health insurance sector. Users want to feel welcomed and well looked after, both when accessing the service and in their relationship with the operator. The major operators invest heavily in staff training and infrastructure to ensure that customer service is efficient, humanized and resolutive.
This is reflected both in the service provided by call centers, apps and digital portals, and in the user experience with accredited health professionals. Many operators have ongoing training programs for their teams, with a focus on personalized, agile service that effectively solves customer problems. In addition, the expansion and improvement of the service network are central pillars of these initiatives, with partnerships with hospitals, clinics and reference laboratories.
Offer customizable plans
The personalization of products and services is a strong trend in many sectors, and in the case of health insurance companies, it's no different. Consumers, who are increasingly informed and demanding, are looking for options that specifically meet their needs and, at the same time, fit into their budget. This is why operators have invested in more flexible products that allow customers to choose the type of cover, the service network and even the payment method that best suits their profile.
Some examples are plans segmented by age group, type of coverage (such as outpatient, hospital and dental), and even the option of co-participation, where the user pays an additional amount for each consultation or examination carried out. This flexibility allows operators to cater for a wide range of client profiles, from young people, who tend to use health services less, to the elderly, who require more frequent monitoring.
Investment in technology
Digital transformation is a reality that is impacting all sectors, and health insurance companies are no exception. The use of technology to improve the user experience has been one of the main tools for winning over and retaining customers. This is mainly due to the development of applications and online platforms which allow appointments to be scheduled, tests to be requested and results to be monitored quickly and conveniently.
In addition, technology has been used to improve the operational efficiency of companies, allowing them to automation of processes such as procedure authorizations and reimbursements. More innovative operators even offer telemedicine services, where the customer can consult a doctor without leaving home, facilitating access to care, especially in areas where there is a shortage of doctors.
Another important point is the use of big data and artificial intelligence to anticipate customer needs and offer customized solutions. A data analysis enables operators to identify patterns of behavior and predict possible health complications, offering preventive measures even before the problem arises. This not only improves the user's quality of life, but also helps to reduce the costs of more complex treatments.
Wellness and disease prevention programs
Many operators have adopted a proactive approach to caring for their clients' health, developing prevention and wellness programs. These programs aim to educate and encourage healthy lifestyle habits, preventing the onset of chronic diseases such as diabetes, hypertension and obesity. Offering these programs not only adds value to the health plan, but also reduces long-term costs for both the operator and the client.
Some examples of initiatives include vaccination campaigns, remote monitoring of patients with chronic diseases, dietary re-education programs and incentives for physical activity. In addition, some operators offer discounts and partnerships with gyms, nutritionists and other health professionals focused on well-being, which helps to build customer loyalty by creating a link between the operator and their daily lives.
Strategic partnerships and additional benefits
Another strategy used by health insurance companies to win over and retain customers is to offer additional benefits and strategic partnerships with other companies. This ranges from discounts at pharmacies and gyms to advantages in wellness services, such as spas, beauty clinics and other health-related partners.
These benefits create a competitive edge, as they add value to the health plan without necessarily increasing the direct cost to the customer. By feeling that they are getting more advantages for the price paid, the customer tends to be more loyal to the operator. In addition, operators have invested in points or cashback programs, where customers can accumulate points by using certain services or meeting health goals, which can be exchanged for products or discounts.
Transparency and clear communication
Transparent information is a decisive factor in building customer loyalty. One of the major challenges faced by health insurance providers is the complexity of the contracts and cover offered. Often, customers don't fully understand what is included in the plan and what their rights and duties are, which can lead to dissatisfaction and, eventually, cancellations.
The major operators are aware of this problem and have invested in clear and transparent communication, both on digital channels and in their interactions with customers. This involves, for example, the creation of explanatory guides, tutorial videos and personalized service to answer questions, as well as proactive actions to clarify important points of the contract right at the moment of contracting. In this way, customers feel more secure about the service they are contracting and less prone to unpleasant surprises in the future.
Excellence in customer relations
Customer relations go beyond simple telephone or chat support. Health insurance companies seek to create a relationship of trust and closeness with users, through strategies that involve everything from personalizing service to proactively monitoring the customer's health journey.
The use of CRM (Customer Relationship Management) tools allows operators to keep a detailed history of each customer, making it easier to personalize service and offer tailor-made solutions. In addition, many operators invest in satisfaction surveys and relationship programs, where customer feedback is collected and used to improve services.
Another common practice is proactive contact on the part of operators, either to remind customers of appointments or preventive examinations, or to offer support in cases of illness or prolonged treatment. This kind of attention shows the customer that the operator is genuinely concerned about their well-being, creating a bond of trust and loyalty.
Competitive pricing policies and accessibility
Finally, price is always a decisive factor when choosing a health plan. The big operators, aware of this, adopt competitive pricing policies to attract and keep their customers. This includes offering different price ranges for different types of plans, allowing customers to choose the one that best suits their budget.
In addition, many operators work with promotional campaigns for new customers, such as no waiting period or discounts on the first monthly fee. Affordability is a crucial point, especially in a scenario of economic crisis, and companies that manage to offer good services at affordable prices gain a significant advantage in winning over new customers.
Do as Brazil's largest health operators do
The largest health insurance companies are aware that, in a highly competitive market, it is essential to invest in quality of care, technological innovation and a customer-centered approach.
Personalizing services, focusing on disease prevention and investing in close and transparent relationships are strategies that help to win over and, above all, retain customers.
By offering a complete and satisfying experience, these companies not only attract new users, but also maintain the loyalty of those who already trust their services, ensuring long-term sustainability and growth.
Take the FIRST step now to get your operator ready to GROW. Talk to a SAUDI expert and ask for a free demo of medical audit system used by dozens of health operators throughout Brazil.
