1.0 INTRODUCTION

Due to the modern change in the society and with the modernization

of sciences and technology with increased in population growth

urbanization and industrialization and the changes in social values

and ethics have seriously affected the traditional methods of assisting

victim afflicted by mishaps or misfortunes in our society.

Realization of victim of disasters are often devastated and thrown into

confusion with serious consequences on their survival. The hope of

these helpless victims can now be rekindling through various

insurance policies to indemnify victim affected by one type of disaster

or another. However since the inception of insurance industry in

Nigeria the level of indigenous patronage especially amongst the low

income and less literate strata of the society is at a very low web.

The state of affairs are triggered by a number of socio-economic

factors in society including religious believe illiteracy lack of

confidence in the industry and the generally low income base of the

majority of the population sadly enough current statistic have shown

that majority of Nigerians are still ignorant on insurance and what it

entails including the role it play and its usefulness in the promotion of

trade and commerce. Although insurance companies are not intoned

to completely eliminated loss and their chance of occurrence set they

significantly intended to indemnity or place back the affected victim in

the actual position he was before misfortune struck. Currently the

prospecting insurance industry in Nigeria constitutional significantly

civil servant government institution or corporate clients the industry

have responsible to survival and growth of the industry and account

for the gross premium income of the 150 insurance companies rising

from N300m in 1987 to N20b in 1996. This is a positive development

in the insurance industry. To attain the highest growth and

sustainability to face the challenge of the 21st century this industry

must come up with appropriate marketing strategies to raise the

awareness and appreciation of the role of industry amongst the local

population especially in small scale business sector individual and

other members of the society whose misconception of the industry

must be cleared.

The study is in line with that objective of suggesting appropriate

marketing strategies for the growth of insurance industry in Nigerian

with special focus on Health Insurance Policies. The study reveal

marketing strategies in insurance industry the National Health

Insurance Scheme an public and several health of the society.

1.1 STATEMENT OF THE PROBLEM

The insurance industry in Nigeria depends to a very extend on

institutional clients including government agencies parastatals

corporate organizations business concerns. These account for the

survival and current growth and diffusion of the sector in Nigeria.

i. The traditional method of assisting victims affected by disasters

in our modern Nigeria society has become increasingly

insignificance.

ii. The insurance industry is firmly instructed to adequately

indemnify victim of disaster to rekindles their hopes and

aspirations in this civilized scientific age.

iii. The National Health Insurance Scheme has great untapped

potential prospects consisting of milestone of Nigerians who are

either less informed and thus cannot appreciate the importance

of insurance in the promotion of business and commerce or

where religious or traditional schemes or social value system do

not encourage insurance patronage.

iv. Due to poor economic climate throughout the country of just an

uninformed lack of confidence in the industry to live up to it

obligation. Consequently the industry continues to loose billion

of Naira in spite of the proliferation of NHIS in the country.

v. There is the urgent need for appropriate and realistic strategies

for improve marketing of insurance policies to generate interest

and patronage of majority of Nigerian who continues to abhor

the industry despite the inevitable risks that surround live and

properties of these individuals.

The study attempt to develop appropriate strategic framework for

effective marketing of insurance scheme in Nigeria.

1.2 PURPOSE OF THE STUDY

The purpose of the study is to provide ascertain the various way in

which the National Health Insurance Scheme (NHIS) policies will be

marketed in Nigeria with a special focus on National Health

Insurance.

The objectives of studying and to achieve effective and efficiency on

Health Insurance Policy are following:

a. To provide suitable condition for health care protection from

unwanted illness.

b. To determined the effect of policies offered to customers/clients

c. To examine and identify the marketing activities in insurance

industry with particular reference to National Health Insurance

Scheme.

d. To evaluate the importance of insurance as a whole. It is

therefore hoped that at end of this dissertation a way in which

marketing strategies can be used in the insurance industries to

enhance better results in terms of patronage efficiency

and profitably will be suggested in

e. To provide appropriate strategies of suggestions to improve

marketing of insurance in Nigeria.

f. To identify problem encountered in the national insurance

policies.

g. To examine the clientele head of satisfaction with medical

health insurance policies.

h. To determine the marketing mix on the policies provided by the

insurance industry.

1.3 SIGNIFICANCE OF THE STUDY HEALTH INSURANCE

The study of health insurance policies in Nigeria will be useful to

many individuals groups and companies both within and outside the

insurance industry which include the following:

1. The insurance companies would benefit immensely from this

study by the accommodation given appropriate marketing

strategies for effective expansion of then market share.

2. Secondly the study would significantly clear misconception or

ignorant of individual about health insurance scheme.

3. This play important role to the investors. The significant of

study and understanding the great potentiality and the

realization abound in the industry and the realization of which

would be easier using the strategies suggested by the study.

The study of insurance helps tertiary institutions especially in

marketing and other administrative department to have collective

information and prepare information in promoting insurance industry.

The problems faced by the company and the marketing department

especially int eh marketing service and effort being made to solve

such problem.

1.4 RESEARCH QUESTIONS

The research question they are used as a guideline which enables

the researcher to identify the problems facing in the organization and

the methods to use in solving the problem of National Health

Insurance in Nigeria. Most likely question are:

i. What are the major equipment that the National Health

Insurance Scheme is using to promote society?

ii. What are the additional benefits to the society?

iii. What are the roles of government over National Health

Insurance Scheme and the contribution to the society?

iv. What is the present status of National Health Insurance

Scheme to the citizen of Nigeria with previous system?

v. What is the core objective of National Health Insurance

Scheme?

1.5 DELIMITATION OR SCOPE OF THE STUDY

The study on Marketing National Health Insurance Scheme in Nigeria

is broad and beyond the level of this project. However to effectively

grasp the problem and prospect of marketing health insurance policy

in Nigeria a case study of National Health Insurance Scheme

Kaduna and Ministry of National Health Insurance Scheme.

1.6 DEFINITION OF TERMS

i. Agent: Are persons that act an intermediary between the

insurer and the insured

ii. Assurance: This are techniques terms mostly used for life

insurance policy.

iii. Beneficiary: This is the person who received proceeds of life

assurance policy at the incidentally or death of the assured.

iv. Bill Board: They are structure mostly in Ward that carried

enlarged promotional advert commonly found by the road side.

v. Policy: This refers to the types of policy you item to have with

the company which be life and non-life policy.

vi. Policy Document: This are the term of agreement with the

company which are known as the document of agreement with

a comprehensive details.

vii. Premium: They are amount of money being paid depending

on the policy agrees with the insurer company which can be

monthly quarterly half yearly and annually payment.

viii. Endowment: Combine safe and profitable prehead of saving

protection for self and developments.

ix. Indemnity: The principles of indemnity are central in

contribution and subrogation which mean that what is promised

must be delivered.

x. Insurable Interest: This is the physical right to insure. It

define the relationship that must exist between the insured and

the subject matter of insurance. The insured must have

something to benefit by the continuous existence of the contract

and something to loss by the loss of the contract.

xi. Utmost Good Faith: There must be transparency on the part

of all partners all information about the risk being information

(insured) and about the cover being provided and contract

wording (insurer) must be disclosed

xii. Indemnity: This is the method by which the contribution and

access to the insurance scheme and department. The premium

must reflect the degree of risk introduced into the scheme.