An insurer finds the entry price for a new cancer insurance.
Three monthly premiums in the test, with 2,874 people before market entry. The middle premium of €22.90 clearly performed best.
€22.90
monthly premium
3
prices in the test
2,874
people in the test
5 weeks
to the decision
Starting question
The insurer had already set a price and wanted to know before the launch whether it was right.
Variants
Three monthly premiums, €19.90, €22.90 and €25.90, each seen by its own group. The test measured sign-up intent.
Delivered through Facebook and Instagram: 2,874 people, seven days in the field.
Result
The middle premium of €22.90 achieved clearly more sign-up intent than the other two.
Decision
Taking unit costs into account, the right price was €22.90, not €19.90. The insurance launched at this premium.
Insurer
A premium that links demand and margin.
Tested before market entry, with people from the target audience in their usual online environment.
Related cases
More cases.
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