To launch Zuri, a novel mobile app designed to enable informal workers to buy health insurance, AMPATH needed to asses pricing options for the product. The goal was to maximize affordability while producing income for AMPATH, which in turn could help reduce its reliance on international aid.
GlobalHealth Lab students designed and conducted a study in three western Kenyan sites. Their interviews revealed greater appeal of the new product than had been previously assumed. To define the specific offering, the team devised a pricing strategy based on their study of willingness to pay. The National Hospital Insurance Fund—AMPATH’s partner in the effort—and Zuri moved forward with the team’s pricing recommendation.
The team also developed a high-level retention strategy for consumers, recognizing that for a sustainable funding model, it’s important for people not only to enroll, but also to continue to pay premiums to gain access to care.