Getting people to actually choose — and stick with — a health insurance plan has gotten harder, not easier. Consumer expectations have shifted, competition among providers has intensified, and hospitals now need real marketing capability, not just clinical excellence, to grow their health insurance base. This course was built to close exactly that gap.

Before diving into marketing tactics, participants ground themselves in what health insurance actually is: protection against health-related risk that covers examinations, diagnosis, treatment, physical and psychological support, and income loss during illness or disability, all built on the principle of pooling risk across a community or defined group. From there, the course moves into the marketing environment, target-market segmentation, and how healthcare services are designed, priced, and promoted — with a sustained focus on what makes health marketing distinct from marketing any other product.

Who Should Attend

• Institution and company managers, and warehouse/inventory staff and custodians.
• Entrepreneurs looking to strengthen their health insurance management skills.
• Business administration students and graduates.
• Anyone building expertise for a career in health insurance.

What Participants Gain

• Hands-on process skills: managing new health insurance card requests, sending employee data to the Health Insurance Authority, correcting card errors, and coordinating emergency hospital re-billing paperwork.
• A working grasp of marketing concepts and practices specific to health services and hospitals, and how the marketing environment shapes them.
• The ability to segment the health market, identify target segments, and manage the marketing mix profitably for hospitals while keeping patients satisfied.

Module 1: Why Health Marketing Matters Now

• The concept, importance, and defining characteristics of health marketing.
• What "marketing health insurance services" means in practice, and the benefits it delivers to hospitals and insurers.

Module 2: Health Insurance Foundations

• Introduction to health insurance and its historical development.
• Principles, requirements, and defining characteristics of health insurance.

Module 3: Insurance Types, Law, and Compensation Programs

• Classifications of insurance in general.
• Legislative issues and laws related to insurance.
• Compensation methods and types of health insurance programs.

Module 4: Claims, Coding, and Procedures

• Basics of claims filing and instructions for processing them.
• Identifying the different characteristics of health insurance cases.
• Disease classification and Current Procedural Terminology (CPT) codes, and common healthcare procedure coding systems.
• Day-to-day health insurance procedures.

Module 5: Policies and Premium Calculation

• Types of health insurance policies.
• Methods for calculating health insurance premiums.

Module 6: Building a Health Marketing Strategy

• Strategies for marketing health insurance services.
• Quality standards, ideas, and current trends in the field.
• The functions of health marketing and the challenges of doing it successfully.

Module 7: Customer Relationships and Product Management

• Core marketing services.
• Customer Relationship Management (CRM) in a healthcare context.
• Principles of managing a service product.