Zorgkiezer is the largest independent health insurance comparison platform in the Netherlands. In a market crowded with comparison sites competing for attention and where ‘independent’ often turns out to be just a marketing term, Zorgkiezer stays true to its mission: genuinely helping consumers find the health insurance that fits their personal situation and needs. No hidden deals or biased filters, just a complete overview of all policies, including clear explanations of terms, coverage, and pricing.
What sets Zorgkiezer apart in this jungle of premiums and providers is its human approach. Consumers not only get insight into the full range but also guidance to interpret it. With a mix of clear language, smart filters, and personal advice, Zorgkiezer is not a disguised seller but a digital guide with a moral compass. Exactly what this market needs: trust, transparency, and real help with a decision that matters every year.
In August 2019, Peter Ruys and Wouter Heuvelink from Zorgkiezer approached Yellowgrape with a clear ambition: help us speed up and strengthen the platform’s growth. The timing was critical. Prinsjesdag, the official start of the switching season, was just around the corner. Within seven weeks, we needed a well-thought-out strategy that perfectly matched the behavior and needs of health insurance shoppers. The campaign cycle was not only short but also hyper-competitive.
The challenge required more than just a few good ads. We had to move fast while setting up a sustainable, data-driven structure. A plan that reactivated existing customers and convinced new switchers. Using smart technology, media, and behavioral data. It was a complex puzzle with the clock ticking, exactly the kind of challenge we thrive on.
For a long time, Zorgkiezer was the disruptor in the market. With eye-catching campaigns on radio, TV, and billboards, the brand gained a solid position. But the market changed. Competition increased, the media landscape fragmented, and consumers grew more critical. To keep growing, Zorgkiezer had to reinvent itself. Not with more advertising but with a smart strategy where every channel plays its role in a personal and efficient funnel.
Our approach was twofold. On one hand, we focused on acquiring new customers through smart use of paid media, social, and display. On the other, we reactivated existing customers with personalized content based on behavior and preferences. Crucial was the analysis of switching data from the past five years. That data revealed who switches when and why. Based on that, we developed a marketing mix that perfectly responds to behavior, timing, and channel preference.
The online strategy kicked off on Prinsjesdag, when the first signals of healthcare premium adjustments are communicated. This is the key moment to get on top of the consumer’s agenda. By November 12, insurers announce their new premiums; from then on, everything had to be spot on. Yellowgrape created an omnichannel funnel where awareness, consideration, and conversion flowed seamlessly into each other.
In paid advertising, bids on generic keywords like ‘compare health insurance’ were fully automated and adjusted to seasonal peaks. While competitors struggled with skyrocketing CPCs, Zorgkiezer maintained efficient performance thanks to our funnel structure and smart scripts. The results were immediate: higher visibility, lower cost per lead, and significantly improved conversion.
Another key to success was the Customer Data Platform Squeezely. This allowed us to map visitor profiles and apply those insights in real-time across social, email, and display. The website acted as one large funnel, where submitted data like birthdate and household composition were used to make communications hyper-personalized.
The email channel also got an upgrade. Leading up to the switching season, we focused heavily on profile enrichment. Features like ‘save my results’ and premium alerts captured intent and converted it into loyal customers. The emails perfectly matched visitor behavior, with prefilled forms and tailored reactivation. This made email a crucial link in the switching journey.
Zorgkiezer had a strong presence in traditional media but wanted better control over effectiveness. Our data team developed scripts to measure the impact of TV ads. Using broadcast schedules, visitor segments were linked to Google Analytics, providing insights into the effect of channel, timing, and program. With this data, Zorgkiezer could purchase media more precisely and optimize the media mix.
The combination of strategy, data, and creativity paid off. During the 2020/2021 switching season, the number of switchers increased by over 30 percent. Zorgkiezer gained significant market share on generic search terms while maintaining stable cost per lead. The integration of paid, email, and display delivered a consistent experience throughout the funnel. Use of the CDP and automated flows led to higher relevance, lower costs, and more conversions.
The campaign proved that in short, competitive periods, smart thinking beats shouting louder. Zorgkiezer grew, strengthened its reputation as an independent platform, and showed that with the right strategy, you can make a difference even in a crowded market.
