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Advertising costs per customer per individual health insurer in the Netherlands 2017

This statistic shows a breakdown of advertising costs per customer of individual health insurance companies in the Netherlands as of 2017. Health insurance in the Netherlands combines elements of both public as well as private insurance. The Netherlands has nine big health insurance concerns in the Netherlands (ten since early 2018), each with multiple companies. As of 2018, there are 26 health insurance companies. Some of those companies also have multiple brands.

It is mandatory to have at least a basic health insurance (in Dutch: basisverzekering) when you work in the Netherlands, because healthcare is funded through taxation of income. Because of this, health insurers have to publicly publish information on, for example, advertising costs.

In 2017, ENO was the insurer which spent seven euros per customer on advertising costs. This is higher than the average advertising costs per customer in 2016, when health insurance companies roughly spent 2.51 euros per customer on advertising. The concern ENO, to which the company ENO belongs, had a market share of 0.9 percent in 2018.

Total advertising costs per customer of health insurance companies in the Netherlands in 2017, by company (in euros)*

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Release date

January 2018



Survey time period


Supplementary notes

The figures have been taken from several publications.

* Data from Luxembourg-based concern iptiQ (with the company CAK Groep, owner of the brands Promovendum, National Academic and Besured) could not be found. iptiQ entered the Dutch market in early 2018.

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