Implementing a private senior health insurance : the AdvanceCare case

Abstract

The current population demographic trends combined with the inability of National Health System accurately serving the entire Portuguese population, are allowing private health insurances to acquire relevance among older people. This dissertation intends to develop a private health insurance targeted to people aged 55 years and above, by making it more attractive than the current supply. In order to reach the final goal, two research questions were taken into consideration: (1) What service characteristics could attract clients aged 55 years and over? (2) What should be the communication strategy to promote the service? This dissertation was done in the context of a consulting project developed for AdvanceCare. Developed under the format of a partial business plan, this dissertation comprehended as research techniques, the use of a benchmarking analysis, interviews with experts and surveys to customers. The consequent main findings were properly mentioned within the recommendations addressed to AdvanceCare, highlighted by the current standardization of private insurance supply, the existent counterpart in insurances’ premiums as a consequence of implementing new policies, and customers’ preferences towards private insurance services.