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MARKETING HEALTH INSURANCE ONLINE.

15622. MARKETING HEALTH INSURANCE ONLINE.

This paper presents an Internet business plan for a fictional (a composite profile was formed based on a survey of the literature on insurance industry trends and composition) established brick-and-mortar health and life insurance broker. This presentation begins with a brief summary of the company and its mission (prior to the implementation of the Internet strategy). This is followed by an industry'/market analysis and description of the marketplace. The Internet business plan includes a company-specific products/services analysis; identification of the target market audience; a profile of the competition; plans for brand name development; articulation of the marketing, sales and promotion strategies; an outline of the customer service support plan; marketing budget and business profitability projections. During the course of the business plan, the presentation articulates a new mission statement for the Internet plan and specifically how the Internet plan dovetails with the existing company business model and mission. Written 2002. 15 pages, 41 footnotes, 25 bibliographic sources.

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