Comparative Study of Sales and Marketing Strategies of Health Insurance Companies During COVID-19 in the state of Punjab

ABSTRACT

The COVID-19 pandemic has had a substantial impact on the global healthcare industry, and India is no exception. During the COVID-19 pandemic, health insurance has played a crucial role by protecting individuals and families against the high cost of healthcare. Health insurance policies cover hospitalization expenses, including those associated with COVID-19 treatment, providing policyholders with much-needed financial respite. The demand for health insurance has increased significantly, and it is no longer a tax-saving device. During the COVID-19 period, health insurance companies have employed a variety of marketing strategies to reach their customers and have provided numerous platforms for claim settlement and other services. This study compared the sales and marketing strategies implemented by health insurance companies and their effects on the companies and their clients. Seven-point Likert scale was used to collect the data from the employees of selected companies were surveyed to gather primary data. The hypothesis was examined using a Confirmatory Factor Analysis and Structural Equation Model using SPSS version 20 and AMOS 21.0 software.

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