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Authors
Advisor(s)
Abstract(s)
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.