Health Insurance Penetration in India: Implications for Marketers

Anand Thakur

Abstract


Understanding the low penetration in the Indian
Health Insurance Industry (presently 32%), leading MNCs
of the world are venturing aggressively in to this sector. It is
further endorsed by the fact that India spends only 6-7 % of
GDP on Health care. A comparison of health care spending
patterns between India and developed countries approve the
same, as only 5 % Indians avail the same. In Canada and
UK, Health care is absolutely free of cost. While in India,
complete coverage is still not accessible, despite bulky
premium payment. The present paper critically evaluates the
marketing strategies of leading players in Indian Health
Insurance Sector. Further, some useful marketing
Implications (with special focus on STP and marketing mix)
have been suggested at the end

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