“Go and look for a health insurance policy for yourself. Go as far as possible on the website, but do not apply for a policy.”
How would you begin the orientation process? You’d probably start your search with Google, and at that point you’ve arrived at the first topic of the WPS model, which is: “being found”. The WPS model below shows the elements and topics potential customers “score” their orientation process on.
While searching for a health insurance policy, potential customers encounter for example healthcare provider CZ.nl. This provider is assessed in several stages on the following recurring topics: Look & Feel, Offerings and Brand. Each topic is given a score and all scores together form the WPS score for CZ. In the latest WPS study of the orientation on health insurance from November 2015, CZ was the winner with a score of 66. More about the WPS model and the research approach can be found here.