One of the biggest challenges when it comes to marketing planning is developing the ideas for new products and their successful launch into the market. This paper shows the procedure of introducing a new health insurance product into the market on the example of Merkur Insurance d.d. The process of introduction of the new product into the market begins with noticing a need for a new product or an empty niche present in the market. The paper shows the current position of the observed company in the market along with a comparison of the offer from competitors and a display of the procedure of launching the new product into the market. After the product was released and first sales results have been achieved for the new health insurance product health4me, the analysis of customer satisfaction was performed. Merkur Insurance d.d. takes special care when it comes to the quality of service and customer satisfaction. The product health4me presented as one of the most recognizable products on the insurance market when it comes to quality as well as continuous update of the services and all with the aim of the best possible adjustment towards the needs and higher satisfaction of clients.