The shift in consumer habits has also transformed the way people purchase health insurance. Today, customers expect instant responses, clear information, and the ability to reach companies through the channel and at the time that suits them best.
In this context, Sanitas—one of Spain’s leading health insurance providers—decided to embrace WhatsApp as a sales and customer service channel, partnering with ChatCenter.
The Challenge: Adapting to a New Type of Customer
Before implementing ChatCenter, Sanitas mainly relied on two acquisition channels: the traditional sales network and phone-based lead generation.
However, new consumer behaviors and recent European regulations on telemarketing created the need for a faster, more efficient way to connect with potential customers.
Having the ability to serve potential clients effectively and on time required acting differently, always under the pressure or risk of losing a sale. In this scenario, adapting to the new ways customers interact is essential—and WhatsApp undoubtedly marks a paradigm shift.
— Miquel Cano Johera,
Head of Sales, Mediated Network D.E.R. Northeast, Sanitas
The Solution: An End-to-End Sales Model
A model that combines digital performance, human interaction, and conversational technology to guide the customer from search to contract signing.
Sanitas has been working with ChatCenter for over a year under a comprehensive WhatsApp sales model that includes:
- Google Search Ads campaigns targeting users actively searching for health insurance.
- Custom landing pages tailored for each insurance type (family, dental, with or without copayment, etc.).
- Leads choosing their preferred contact channel, either a phone call or WhatsApp conversation.
- A dedicated operations team exclusively for Sanitas, trained to sell its products, manage contracts, handle renewals, and provide customer support.
This end-to-end system allows Sanitas to complete the full customer acquisition and conversion cycle within ChatCenter—combining digital performance with human expertise.
The Results: Greater Efficiency and Higher Conversion Rates
After a year of collaboration, the metrics confirm the impact of this strategy:
37% conversion rate from lead to deal
21% conversion rate from deal to customer
Additionally, the region managed by ChatCenter showed one of the highest sales growth rates within Sanitas’ northeastern area (Q2 vs Q3), consolidating conversational sales as a key growth driver.
ChatCenter’s sales growth in recent months is among the highest in the region. The model is now fully integrated into our business line—and there’s still plenty of room to grow.
— Miquel Cano Johera
WhatsApp: A Channel That Moves at the Customer’s Pace
The use of WhatsApp has transformed how Sanitas engages with potential clients.
Unlike traditional phone sales—limited by schedules and regulations—WhatsApp provides flexibility, convenience, and asynchronous communication, allowing customers to reply whenever it suits them.
Customers today have more information and less time. WhatsApp provides a highly efficient way to interact with an agent at their own pace, from the comfort of their home—and all within a single chat thread.
— Miquel Cano Johera
A Partnership Built on Trust and Continuous Improvement
Implementing this new model posed several challenges: integrating new technology, complying with European legal frameworks, and maintaining Sanitas’ high standards for quality and data privacy.
From the very beginning, both teams worked in a collaborative, transparent, and improvement-driven relationship.
From day one, we’ve built strong synergies that led to an integrated relationship focused on constant growth and excellence. The closeness and human quality of the ChatCenter team are truly remarkable.
— Miquel Cano Johera
The Future: Deeper Integration and Continued Conversational Growth
Sanitas’ experience demonstrates that WhatsApp is not just a support channel—it’s a powerful sales tool.
WhatsApp has enormous potential for both sales and customer service. The challenge lies in personalizing the message, avoiding spam, and managing flows efficiently. With the right integration and support, growth is inevitable.
— Miquel Cano Johera
By combining technology, digital performance, and human interaction, ChatCenter helped Sanitas adapt to the new digital customer and build a more efficient, empathetic, and scalable sales model.
Request a demo and explore the power of conversational sales with ChatCenter.
