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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. 15 pages, 41 footnotes, 25 bibliographic sources.   $105


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