Student Health Benefits Plan Market Research and Analysis

Author

Zachary William Doucette, University of New Hampshire - Main CampusFollow

Date of Award

Spring 2015

Project Type

Senior Honors Thesis

College or School

CHHS

Department

Health Management and Policy

Program or Major

Health Management and Policy

Degree Name

Bachelor of Science

First Advisor

James Lewis

Abstract

The University of New Hampshire (UNH) in Durham, New Hampshire requires all full-time students to have health insurance meeting set requirements as a condition of enrollment. UNH offers its own health plan, entitled the Student Health Benefits Plan (SHBP) through its Health Services Center to students as a way to procure this insurance if they lack insurance, or if their current insurance is insufficient or does not meet the insurance requirements. Health Services at UNH is looking for market research on current attitudes, perceptions, and beliefs of both students at UNH, and the parents of students who currently have a child utilizing the SHBP of health insurance knowledge, involvement, and the SHBP. As a way to measure this, separate surveys were administered to each of these two segments. The results show that UNH students have little knowledge of health insurance, and almost no involvement in choosing their health insurance, but would be likely to discuss it with their parents if they found a good alternative in the SHBP. Parents with children on the SHBP are generally satisfied with the plan as a whole, save for some aspects such as pharmaceutical coverage and Basix Dental Savings. The framework for a marketing campaign to increase enrollment based on this research is discussed, including a new slogan, logo, and potential new name for the SHBP. However, the campaign itself has yet to start, but will likely be implemented in 2015 or 2016.

Recommended Citation

Doucette, Zachary William, "Student Health Benefits Plan Market Research and Analysis" (2015). Honors Theses and Capstones. 223.
https://scholars.unh.edu/honors/223