Private health insurance acquisition: a global perspective

This study delves into the determinants that influence individual decisions to purchase private health insurance, highlighting the consumer decision-making process and the varied nature of global health systems. It is structured around three main research questions: (i) examining the historical evolution of private health insurance in the world, (ii) exploring how marketing mix strategies are applied within insurance companies, and (iii) identifying the key factors that motivate individuals to purchase private health insurance. This study adopts a hybrid approach, integrating the metanarrative systematic literature review (SLR) with bibliometric analysis in light of the SPAR-4-SLR, RAMESES, and PRISMA protocols and standards. The study synthesizes the findings using a convergent coding matrix for categorization and in-depth analysis. The results underscore the increasing significance of private health insurance in modern times, particularly following post-war periods and as a response to rising direct healthcare expenses. A pivotal discovery is that the unpredictability of medical costs is a significant factor encouraging the adoption of private health insurance. The study uncovers that consumer behavior in this sector is profoundly shaped by the marketing strategies of insurance companies, alongside broader subjective norms and sociocultural influences.