Lino, Rute Sofia Barbosa XavierMadatali, Alisha Karim2020-03-032020-01-302020http://hdl.handle.net/10400.14/29766The quality of the services provided by insurance companies combined with the inefficacy of the National Health System in serving the whole population has impacted the Private Health Insurance market in a positive way. However, companies still struggle to sell products that are designed for a specific target. Within the scope of a Consulting Project, this dissertation aims to help AdvanceCare to improve its current health insurance plan for Seniors. Through a benchmark, a consumer choice and a willingness to pay analysis, it was possible to understand what are the key practices of the AdvanceCare’s competitors as well as to realize which factors do Seniors value in an insurance plan and, consequently, how much are they willing to pay. Based on the information gathered, it was possible to suggest to AdvanceCare to focus on providing better coverage for ambulatory services (consultations and emergencies), different levels of hospitalization coverage and to promote the extra services included in the plan. Further recommendations were given to the company towards helping them get a better position in the market.engHealth insurancePrivate health systemSeniorsConsumer choiceBenchmark analysisWillingness to paymaster thesis202440788