Competitive Positioning Strategies Adopted By The National Hospital Insurance Fund (Kenya)

Abstract

This study was aimed at determining competitive positioning strategies adopted by the National Hospital Insurance Fund. The study targeted management staff at NHIF since they are conversant with the information sought regarding competitive positioning strategies adopted by the insurance firm. The study used a case study design to obtain relevant information on the subject where data was collected through interviews of the targeted sample. The interviews were carried out using unstructured interview questions and data analysis was done using content analysis of the data. The study found that market monopoly enjoyed by NHIF is a result of the insurance firm being a state owned institution and is expected to provide medical cover to citizens at a cheaper cost compared to other private health insurance firms in the country. NHIF is preferred over other insurance companies due to its affordability as members can access medical cover from as low as Ksh160 contribution per month. NHIF accessible to all employed and self employed individuals likewise, NHIF contributions are mandatory for all employees most employers and employees prefer it due to the cheaper cost and wide acceptance in both private and public health facilities. NHIF has decentralized services in order to ease access by clients countrywide which has enhanced efficiency and effectiveness of service and carved itself niche as a leading health insurance provider in the country.