Determining the Most Effective Marketing Strategies for Health Insurance Products: An AHP Approach

Abstract

This study employs the Analytic Hierarchy Process (AHP) to evaluate and rank the most effective marketing strategies for health insurance products. The analysis focuses on five key attributes: cost-effectiveness, market reach, brand impact, customer engagement, and conversion rate, comparing three marketing strategies—Digital Advertising, Direct Mail Campaigns, and Telemarketing. The results indicate that Digital Advertising emerges as the most effective strategy, excelling in financial efficiency, audience reach, and conversion capabilities. Direct Mail Campaigns rank second, offering moderate effectiveness, while Telemarketing is identified as the least favorable option. The findings provide actionable insights for health insurance companies, guiding them in optimizing their marketing approaches to achieve greater customer acquisition and brand impact.