Insurance-based marketing (IBM) is the marketing of products and services as being available for free or at a strongly reduced price due to coverage by clients’ insurance plans. This paper introduces IBM, identifies its main characteristics and presents a theoretical model that can explain IBM’s marketing function. A taxonomy with examples renders more insight into the different formats that IBM takes on in practice. Two studies into the prevalence of IBM for windshield repair and flu vaccination in different countries across the world provide evidence for the prevalence of IBM. Finally, a discussion of the ethical considerations highlights the benefits of IBM for clients’ information provision, but also the risks of higher premiums through the encouragement of moral hazard. Diverse kinds of stakeholders can find value in thinking through their options to include IBM in their marketing mix.

基于保险的营销（IBM）是一种产品和服务的营销，由于客户的保险计划涵盖了范围，因此可以免费或以大大降低的价格获得产品和服务。本文介绍了IBM，确定了它的主要特征，并提出了可以解释IBM营销功能的理论模型。带有示例的分类法使您可以更深入地了解IBM在实践中采用的不同格式。关于IBM在全球不同国家的挡风玻璃修复和流感疫苗接种率的两项研究为IBM的普及率提供了证据。最后，关于道德考虑的讨论着重强调了IBM为客户提供信息所带来的好处，同时也强调了通过鼓励道德风险来获得更高保费的风险。