Consumer’s Perception Towards Personalized Marketing in Health Insurance

Abstract

Traditional marketing focuses on broad customer segments, but advancements in technology have led to a complete shift towards personalised marketing, which focuses on individual customers according to their requirements and preferences. Personalised marketing is a digital marketing innovation that has become increasingly common in the health insurance sector owing to advancements in data analytics and digital communication. This study aims to explore consumers’ perceptions of personalised marketing practices in the health insurance sector, focusing on awareness, trust, and willingness to share personal data. This study examines the key factors affecting the acceptance of personalised marketing, including data privacy and transparency. Data were collected using a structured questionnaire and analysed. The research methodology employed in this study includes percentage analysis, Garrett ranking, and chi-square test. The study revealed that consumers have a positive attitude towards personalised marketing and are willing to share personal information, such as medical history and lifestyle habits, with insurers they trust. This trust is built on factors such as transparency, privacy policies, authenticity, and the insurer’s reputation. It is suggested that consumer trust and loyalty depend on how effectively these innovations address concerns related to data security and ethical use in the health insurance sector.