Health insurance is defined as a type of insurance that protects against health-related risks for individuals. It covers the costs of exams, diagnosis, treatment, as well as physical and psychological support. Additionally, it provides coverage for work interruptions for specific periods or permanent disability. Health insurance is one method of delivering healthcare to individuals and groups, based on the principle of risk pooling, meaning the collective management of health-related risks affecting a community or specific group of people.

The marketing of health insurance services has evolved significantly in recent years. Creating and implementing effective health insurance plans, as well as engaging consumers in this field, has become more challenging. This course aims to introduce trainees to the importance of marketing and its functions, study the marketing environment, and provide key concepts and practices for marketing in the healthcare services and hospital sectors. The course focuses on the importance of health marketing, the behavior of beneficiaries of health products, and the design, development, pricing, and promotion of healthcare services.

Program Objectives:

How participants will benefit from attending a course on marketing health insurance services:

By the end of the course, participants will have learned the following:

• Managing requests for new health insurance cards.

• Gaining experience in sending employee data to the Health Insurance Authority.

• Correcting errors in health insurance card information.

• Gaining experience in coordinating required paperwork for emergency re-billing when entering a hospital.

• Familiarity with marketing concepts, skills, and practices within health services and hospitals.

• Recognizing the different components of the marketing environment and understanding their impact on health marketing practices.

• Learning how to segment the health market and identify target segments.

• Developing skills to manage the marketing mix elements in a way that is profitable for hospitals and satisfactory to customers (patients).

Target Audience for the Program:

The target audience for the health insurance services marketing course includes:

• Institution and company managers.

• Employees in warehouse and inventory management.

• Warehouse managers and custodians in companies.

• Entrepreneurs wishing to enhance their skills in health insurance management.

• Students and graduates of business administration programs from various universities.

• Anyone interested in developing their expertise to work in the health insurance sector.

• Introduction to Health Insurance

• History of the Development of Health Insurance

• Principles and Requirements of Health Insurance

• Characteristics of Health Insurance

• Types of Insurance

• Legislative Issues and Laws Related to Insurance

• Compensation Methods and Types of Health Insurance Programs

• Basics and Claims Filing Instructions

• Identifying the Different Characteristics of Health Insurance

• Classification of Diseases and Current Procedural Terminology (CPT) Codes

• Common Healthcare Procedure Coding Systems

• Health Insurance Procedures

• Types of Health Insurance Policies

• Methods for Calculating Health Insurance Premiums

• Health Marketing (Concept, Importance, and Characteristics)

• Definition of Health Insurance Services Marketing

• Benefits of Marketing Health Insurance Services

• Strategies for Marketing Health Insurance Services

• Quality of Health Insurance Services Marketing, Ideas, and Trends

• Functions of Marketing Health Insurance Services

• Challenges in Successfully Marketing Health Insurance Services

• Marketing Services

• Customer Relationship Management (CRM)

• Principles of Service Product Management