A regional, multi-line managed-care organization with annual revenues of $2 billion. The company offers high quality health plans and service to individuals, members, employers, providers and brokers and, in the J. D. Power and Associates 2007 National Health Insurance Plan Satisfaction Study, achieved the highest member satisfaction with commercial health plans (regional and national companies) serving the western United States.

The Vice President of Marketing wanted to identify the segments of the lucrative and growing individual health insurance market to support sales and revenue growth in the states of Washington and Arizona.