ПРОМЕНИ В ПОТРЕБИТЕЛСКОТО ПОВЕДЕНИЕ ПОД ВЛИЯНИЕ НА ДИГИТАЛИЗАЦИЯТА В ЗДРАВНОТО ЗАСТРАХОВАНЕ В Р БЪЛГАРИЯ
CHANGES IN CONSUMER BEHAVIOR UNDER THE INFLUENCE OF DIGITALIZATION IN HEALTH INSURANCE IN BULGARIA

Author(s): Galina Stoyanova
Subject(s): Social Sciences, Sociology, Evaluation research, Health and medicine and law, Welfare services
Published by: Бургаски свободен университет
Keywords: health insurance; digitalization; innovation; insurance interest; consumer behavior
Summary/Abstract: The path of sustainable development of health insurance in the Republic of Bulgaria goes through digitalization. Successful transformation and accelerated digitalization are responsibly changing the comprehensive insights and consumer behavior of health insurance consumers and creating solutions for a smooth consumer experience in them. The search for a balance between sustainability and comfort of the parties in the insurance legal relationship emphasizes on ensuring flexibility and interoperability between health insurance products, insurance service, health system and health security. Innovations in health insurance are influenced by today's multidisciplinary influences. Health insurance experts apply their knowledge, competences and experience, playing a key role in improving online processes and digital insurance platforms. The present study has a theoretical and empirical perspective in its construction. Includes a study of theoretical and practical advances in the field of digital technology solutions in health insurance and their potential advantages and disadvantages. It examines insurance practices for the sale of health insurance, the potential for their improvement and digital improvement, and the new consumer behavior of Bulgarian citizens with an interest in health insurance.

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