Návrh retenční strategie pro zdravotní pojišťovnu

Abstract

Maintaining the tribe of insured persons is an existential issue for most health insurance companies. It is very difficult to distinguish yourself from the competition for a product whose function is laid down by law. For this reason, the thesis focuses on the proposal of innovation of the current retention strategy of the RBP, health insurance company. The research was carried out during the pre-registration period (the period when the insured person can apply for a change of his existing health insurance company to a competitive one), during this period health insurance companies use their communication channels to the maximum. The research consists of two qualitative analyses, the first examining current retention activities and the second looking for differences in prevention and bonus programs. In the last part of the research there is a questionnaire survey. Based on the research carried out, the current retention strategy was evaluated and possible innovations were proposed that could help improve the current situation and gain a competitive advantage.