You recently have been hired as the senior marketing officer for a high deductible health plan. There are two other existing plans in the market that have been operating for the prior two years. One plan is operated by a mid-sized insurance company. It has been targeting employers in the region with a minimum of 500 employees and has penetrated this market fairly successfully. The second plan is operated by a nationally based insurance company with a fairly strong brand presence and heavy advertising budget. Its deductible offering is at the $5000 level for singles and $10000 for couples. You are trying to decide how you might establish a differential advantage relative to these two offerings as the third entrant. What are the alternatives to consider?