The trend of commercial health insurance is seen from universal health insurance.

Author. Since latitude Health's rapid expansion of millions of medical insurance, the trend of commercial health insurance expanding into the lower market has become increasingly clear, and the development of urban universal health insurance is only a product of this trend.
life insurance has always been the health insurance market, occupying about 60% of the market, but pay-per-view insurance in recent years has also achieved faster growth, mainly due to the health insurance market to the lower market.
the original payment-type insurance has been to group insurance-based, especially to enterprise supplementary medical insurance-based, premiums between 500-1500 yuan, most of the deductible or deductible is low, the amount of insurance is generally not high, more as the form of employee benefits, supplementary reimbursement of costs other than medical insurance.
the risk is relatively fragmented because the decision maker for group insurance is company HR.
but due to the face of strong personal counter-choice, individual-oriented compensation insurance, especially in-patient insurance as the core, the annual premium has always maintained at a mid-range price, but generally around 2000 yuan.
Although Chinese users are increasing their willingness to buy insurance, they are constrained by their ability to pay and their actual willingness to pay, and it is always difficult to get the large-scale increase in premiums for products with more than one thousand yuan.
but with the rapid growth of millions of medical insurance, low-premium high-protection products have gained the favor of the market, in just 5 years, the premium market almost doubled every year.
but in the process of expanding into the lower market, the insurance company has done a more direct treatment of product wind control, through a large increase in deductibles and the adoption of broad and strict means to control the risk of a risk of reverse selection.
therefore, in the market of paid health insurance, increasingly showing the small, landscaped and wide-access out of these three characteristics.
first of all, smallness is the creation of products with lower premiums to quickly win customers and drive up sales.
landscape is a portrait of the insurance customer group targeted by the product, with the goal of meeting the specific needs of these people with precise group characteristics.
both practices are designed to get customers quickly and accurately.
in other industries, such as fast-break, catering, clothing, etc., the smallness of products or services can help drive up customer volumes, attract them to buy, price-for-quantity.
but insurance products are different from these products, a clothing sale at a discount reduces the profits of the merchant, and the clothes themselves have not changed.
but the smallsize of insurance products means that the level of coverage will also be reduced, which means two changes: on the one hand, the original price of clothing and discounted clothes are the same goods, users in the face of discounted is to get money savings.
but insurance products are not the same, small products, although attractive in price, but the degree of protection is not the same.
there is a real need for security, and highly aware users may not choose such products.
, on the other hand, the scope and degree of coverage and degree of coverage for users who choose small products are reduced, and the professionalism of insurance products means that some less-aware users may not be aware of this at the time of purchase, but in hindsight, through other means or the experience gained by the actual claims demand, the user will realize the reduction behind this small amount, which leads to no further coverage.
this is why small-scale products have always been difficult to stay in the guest.
landscape in the fast-dissipating and other industries is a very effective means of obtaining customers, accurately for the user portrait to let the seller more understand the characteristics and needs of the user, and the product effectively pushed to them, which is also the establishment of different positioning of sub-brands of an effective strategy, meaning that the user will be subdivided, for its push more accurate products and services.
but insurance products are different from clothing, food, etc. , the current market insurance landscape means subdivision, such as serious illness insurance subdivided into cancer insurance, and further subdivided into a certain type of cancer protection.
in this breakdown, the images of insurance customers are accurate, for example, that they are patients of a certain type of disease, and that they are even more specific about how much they are at risk of developing their disease in the future.
in the face of such accurate images, user needs also appear to be more accurate, such as the need for protection against complications associated with their disease, or drugs.
however, precise landscapeization means two things.
one is that the user base is severely reduced, which means that, unlike a discounted piece of clothing, the insurance landscape itself means a shrinking user base.
second, with the user's picture of the introduction of insurance products for a smaller scope of protection, such as cancer insurance coverage is smaller than serious illness insurance, and for a certain type of cancer insurance coverage is smaller than anti-cancer insurance, further narrowing the scope of protection means that users need to be more specific about their own risk of a certain disease, otherwise the protection narrowed means that the protection that users can get will be reduced.
further, the marketing costs of smallanding and graphicare are no lower than traditional insurance, except for the Internet giants with huge traffic, other companies have higher customer costs, and if the unit price is low, it is not able to generate profits on such products, less sustainable. secondly,
health notification is an important aspect of the broadness and strictness.
as product sales increase, the requirements for notification and underwriting management are becoming more and more stringent.
the notification of past symptoms from the disease, the history of hospitalization gradually extended to symptoms of notification and check abnormal notification, in particular, symptom notification contains a series of abnormal examination, as well as some symptoms that can not be clearly determined the cause of the disease, and these symptoms may be caused by low-risk diseases, may also mean some high-risk diseases, so the link between symptom notification and risk is quite vague, but this also leaves room for subsequent claims, but also for the subsequent claims disputes to lay the seeds.
and this strict contrast is the obvious contrast is the loose marketing, through high security, low prices, the insurance process simple these loose marketing means to attract users.
at the same time, auto-underwriting on the Internet side is partly to match the pattern of Internet sales, on the other hand, to attract younger users through faster underwriting and easier ways to insure.
But for users, the insurance process virtualization lets users lose the opportunity to face-to-face in traditional offline sales, while virtual users, although relatively young, do not have much higher awareness of insurance than users of traditional channels.
, as a result, under the trend of insurance miniaturization and landscapeization, the protection that users receive will be reduced, especially under the user landscape approach, the group itself will be reduced.
this suggests that price-for-money practices in other industries are not directly transplanted into insurance.
Because insurance products are so easy to understand than consumer goods, when users need to settle claims, they will recognize that the product's protection is cut, making it more difficult to stay and get customers further.
because of the opacity of China's medical data, commercial insurance is very difficult to obtain patient claims data, and it is not possible to assess individual risks from continuous patient medical data, so it is inevitable that the way forward will become more stringent in the future.
coupled with fierce competition in the market, product similarity, in order to compete for customers lead to increased marketing costs, in this environment, to control risk, the practice of wide-ranging is not sustainable.
, from the development trend of millions of medical insurance, the main means of expanding to the lower market is small, landscaped and wide-ranging, but these means themselves will face long-term challenges.
urban universal health insurance products only continue the downward trend, but will significantly reduce premiums at the same time will also be further reduced coverage, intended to copy a reduced version of the million medical insurance market.
however, urban health insurance is facing a more complex market environment than millions of medical insurance, market development will face a long-term test. first,
, urban health insurance is highly subject to local government policies and local economic capacity and the public's awareness, in fact, is a very heavy development model, scalability is slow.
second, although urban universal health insurance has a health insurance accounting channel, but the same adopted is a wide-entry and strict out of the model, which in the future may lead to user complaints and renewal rate of the problem.
special drug protection can attract users to insure, but the payment of designated special drugs further reduce the possibility of users to obtain protection.
and in the health of the requirements of the past, although more than the traditional business insurance to be loose, but there are still more past users will in fact be rejected.
third, although there is no possibility of competing for customers in a city, but if user satisfaction is not high, especially after a large number of people who lack awareness of insurance to join, the government is more likely to change cooperative insurance companies, and more likely to lose market share.
fourth, for most individuals, especially those with low levels of education, commercial health insurance is still very unfamiliar, the need for long-term market education, in a sales-oriented culture, if the rapid absorption of these uneducated people into, will cause a certain counterproductive effect on the market.
therefore, whether urban universal health insurance can replicate the development rate of millions of medical insurance remains to be seen, but the development of millions of medical insurance will have greater constraints on itself, which will eventually have more uncertainty about its possible development trend.
original title: Expanding into the lower market: The trend of commercial health insurance from universal health insurance.