Through this paper, the terms marketing strategy, marketing plan and marketing positioning were defined as key in the business of companies and achieving their success. A topic that extends throughout the paper is positioning. A clear vision and a deep understanding of the market, target groups and competition are needed. Health insurance in the Republic of Croatia gives insured persons the right to use health care, and the same is exercised in the public health system. It is divided into mandatory and voluntary. The analysis was conducted on the case of Agram life insurance d.d., a company that is currently the market leader in voluntary health insurance. The paper compares Agram life with competitors (Croatia, Allianz and Wiener) by selected attributes and presents perceptual maps. Based on all the collected data and analyzes as a further strategy it is recommended to eliminate the problem of long waiting time by introducing work in two shifts, given that they now work only through the morning. Such work would preserve the quality of service and satisfaction of policyholders, and the company would strive to set higher goals and take a larger market share, because they would become available to everyone due to full-time work.