You have been hired as the senior market- ing officer for a new high-deductible health plan. There are two existing plans in the market that have been operating for the prior 2 years. One plan is operated by a midsized insurance company. It has been targeting employers in the region with a minimum of 500 employees and has pen- etrated this market fairly successfully. The second plan is operated by a nationally based insurance company with a fairly strong brand presence and heavy advertis- ing budget. Its deductible offering is at the $5,000 level for singles and the $10,000 level for couples. You are trying to decidehow you might establish a differential advantage relative to these two offerings as the third entrant. What are some alter- natives to consider?