Decoding Consumer Pain Points and Preferences in Health Insurance: A Behavioural Insights Approach

Understanding the psychological and experiential factors influencing consumer behaviour in health insurance is highly critical for improving service delivery and product design and developments. This research study explores the key pain points and preferences among consumers by employing a behavioural insights framework. Through a structured survey of 411 respondents, the research uncovers challenges such as complex policy documentation, limited flexibility in payment options, lack of personalized recommendations, and dissatisfaction with digital platforms and customer support. Simultaneously, it identifies consumer preferences for faster claims processing, customizable plans, and greater transparency. The findings provide actionable recommendations for insurers to align their offerings with evolving consumer expectations, improve user experience, and build long-term trust. By analyzing decision-making patterns, cognitive biases, and emotional drives, the research identifies key barriers to insurance adoption, such as complexity, trust deficits, and perceived value gaps. This research contributes to bridging the gap between consumer needs and insurance practices through a data-driven behavioral lens.