"Consumer Perception Of Digital Marketing Strategies In The Health Insurance Industry"

Abstract

Healthcare is not government responsibility across the world. In developing countries, like India, government healthcare schemes will not cover everyone, and people depend on private health insurance. This results in vast competition in the health insurance sector to grab a chunk of market share. Being effective in other sectors, increased number of health insurers are adopting digital marketing strategies along with traditional marketing tools. This study aims at finding the attitude of customers towards such digital marketing strategies adopted by health insurers. The sample data analysis has suggested which demographic variables should have higher order of importance while building marketing plans and strategies. Further, based on the analysis of responses, the study suggested the most effective strategic approach to approaching consumers. The authors suggested various innovative digital marketing strategies based on the analysis in line with the practice specifically for health insurance companies.