Vivas health: developing a strong brand in a regulated health insurance environment [case study]

McCarthy, Breda

Abstract

[Extract] Deirdre Ashe, the Marketing Director for VIVAS Health, sat in her office contemplating the company's recent marketing performance. The company is the fastest growing health insurer in Europe. Founded in 2004, it quickly gained 2% of the market, confounding analysts who predicted that the duopoly of VHI and BUPA would in no way be challenged by the latest entrant. VIVAS Health was formed after Oliver Tattan, Chief Executive, spotted a gap in the market. He formed the view that the market for private healthcare and private health insurance was in its infancy in Ireland, and that there was room in the Irish market for a third player. Product differentiation, aligned with price-follower tactics, were key elements in the market entry strategy.

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Marketing Research in Ireland: theory and practice

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978-0-7171-4200-2

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Gill & Macmillan

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Publisher Location

Dublin, Ireland

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