Determines the key characteristics of users of the selected healthcare provider's products and/or services. Some of the key features of Blue Cross and Blue Shield are long-term, short-term commitment; provide support, learning and development in the healthcare organization. The key services used by most Blue Cross and Blue Shield customers are as follows: prescription assistance, hospitalization, emergency medical evacuation, medical repatriation, and medical monitoring. These are all key services that show how Blue Cross and Blue Shield provides support to its customers. The features of Blue Cross and Blue Shield health insurance coverage vary depending on the type of health coverage you have. Coverage for HMO plans is different from PPO plans. Therefore, some things covered in one may not be covered in the next. “Some of the personal characteristics of users are age, gender/sex, race, income and socioeconomic status, education, availability of care, culture, and patient beliefs.” (Kotler, Shalowitz, Stevens) HMO plans usually have lower upfront costs on most premiums, compared to any other type of premium. HMO plans usually have lower deductibles or no deductible at all. A deductible is the amount of money you pay out of pocket before the plan pays for doctor visits or other medical services. People also have deductibles to pay on medications and other services provided by healthcare providers. People who have HMO plans also pay low copayments on medical services. Most people have dues due at the time of service. These are fixed amounts you pay for the service that the insurance has not paid for. An example of copayme... half paper... work and word of mouth are important to insurance companies. With Blue Cross and Blue Shield they send their agents to training courses where they can learn how to target their customers and where their profitable niche markets are. Not only does Blue Cross and Blue Shield train in what their customers care about; but they train to learn what each policy consists of. This helps the customer to trust the insurance company more. Blue Cross and Blue Shield offer their customers good prices on policies and good quality. That's why they are among the first insurance companies offering their services in several states; but offers the same good quality and great prices. REFERENCE https://bcbsal.org/web/Health Benefits Plan; BlueCross BlueShield of Alabama; 2012 review. Strategic Marketing for Healthcare Organizations: 2008, Kotler, Shalowitz, Stevens