Bill Lan & Cameron Haynes - Google Australia - How Australians are Researching & Purchasing PHI in the Digital Space

Health Insurance:Innovation & the New Consumer JourneyBill Lan, Google Industry Head | InsuranceCameron Haynes, Google Industry Analyst | Insurance

Aware/Consider

Evaluate

Purchase

Experience

Online video drives Health Insurance shoppers to take action

2015: 82%who saw an online video ad looked up the Health

Insurance service advertiser for more

information

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

U.S. (almost) hit the mobile moment in 2014!

46%Daily mobile Health Insurance query share of queries were on mobile

Feb 15, 2015Oct 1, 2014

Health Insurance shoppers now use mobile for all needs throughout the decision journey

15%

21%

22%

24%

25%

32%

66%

Decide  which  health  insurance  company  to  purchase  from

Understand  specific  features

Compare  plan  features  across  health  insurance  companies

Compare  prices  across  health  insurance  companies

Discover  health  insurance  companies  I  was  aware  of  but  hadnt  previously  considered

Discover  health  insurance  companies  I  wasnt  aware  of

Obtain  general  information

2015

2012

60% of insurers expect “significant to massive

change”in the industry over the next 10

years-The Economist Intelligence Unit - 2014

Flu Trends

“If you could keep people out of the hospitals, the hospital systems would be more efficient. If you could keep them in a clinic instead of a hospital, if you could keep them in an office instead of a clinic, if you could keep them at home instead of in an office, it would benefit everyone.”

Andrew Conrad, Head of Life Sciences, Google

“Our dream is to use the latest technology in miniaturization of electronics to help improve the quality of life for millions of people…”

Inform > Entertain > Provide Utility

3 Billion Connected

3 billion connected people

Device Usage Media Consumption Wearables

The connected consumer

Source:   The  Human  Cloud:   Wearable  Technology   from  Novelty  to  Productivity   Sept   2013

35% of Australians have used some form of wearable technology

Micro-moments video

Brands need to own the conversation

Daily PHI Seasonality

Rate  Rise  Announcement

Premiums  Rise

Easter

EOFY+79%MARCHsaw a large spike in queries compared to last year

+32%JUNE 29-30last 2 days in June saw more moderate growth compared to March.

March is the new June

1 in 3 PHI queries now on mobile

Jun  ‘15Jun    ‘14Jun  ‘13

The world is mobile

The consumer decision journey has changed

Listen to the consumer

Questions & DiscussionBill Lan, Google Industry Head | InsuranceCameron Haynes, Google Senior Industry Analyst| Insurance