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How Mobile Micro-Health Insurance can unlock ‘Digital for Bharat’?

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4 minutes, 8 seconds read

Mobile-enabled micro-health insurance is escalating at a good rate with advancement of digital healthcare technology. It has the potential to deliver quality healthcare services to people by improving accessibility and keeping people well-informed about health issues, thus reducing out-of-pocket expenses. Consumers are prioritizing health above other needs as the rise of digital services in India has enabled catering to the at-home population In India.

Keeping Customers Engaged using digital health tools

Practice of healthcare through mobile can be made interactive by integrating services that can cater to customer needs:

  1. Using chatbots to help customers settle health related queries and diagnosis through simple question-answer sessions. Health emergencies can be solved any time with chatbots due its 24/7 availability. Max Life insurance has made it easier for customers to avail customer service through max life assistant Mili that is integrated in Whatsapp.
  2. Use of mobile health apps helps customers to receive personalized service. Mobile health apps provide virtual care, health tips, and keep track of health status, and locate nearby hospitals. TATA AIA life insurance company partnered with Practo to gain access to a digital health platform through which customers can book appointments, order medicines and consult doctors online.
  3. Integration of mobile apps with fitness trackers, smart health watches helps customers to receive daily updates on their health & well-being. Max Bupa Health insurance partnered with GOQii to track customers’ health and offer discounts to those who achieved healthier goals and lifestyles. 
  4. Use of mobile payments such as mobile wallets, NFC can help customers pay premiums with just a few taps. Reliance general insurance partnered with Paytm and launched “COVID-19 benefit insurance policy” that covers quarantine and health treatment expenses for COVID-19 patients.

More than 2.4 billion people worldwide live on US$2 or less per day. Most low-income families will see their savings be completely wiped out owing to higher out-of pocket healthcare expenses and are likely to be pushed further into poverty. Below are a few mobile micro-health insurance products that are helping such low-income families cover health risks with minimal costs at difficult times.

Innovative New products in micro-health insurance:

  1. BIMA Health- following a mobile insurance model and having partnered with several mobile operators, BIMA covers short-term health events for low-income families by providing tele-doctor services, free health programs giving health tips through SMS, appointment booking services wherein the micro-payments are deducted from monthly phone bills.  
  2. Pona na Tigo Bima- MicroEnsure partnered with Tigo, Bima and Golden Crescent and developed a health insurance product “Get Well with Tigo Insurance” that provides life and hospitalization insurance covering 30 nights in a hospital and uses mobile money for claim settlements. 
  3. Y’ello Health- this micro-insurance service established by MTN Nigeria provides health insurance cover to Nigerians where they can pay and have access to medical treatments through mobile phones. People have access to around 6000 hospitals across the country that are registered in NHIS.
  4. Kilimo Salama: operated by safaricom, Syngenta foundation and UAP insurance, the insurance scheme allows Kenyan farmers to insure farm equipment and inputs against drought and heavy rain. It offers “pay as you plant” insurance by syncing mobile payments and solar powered weather stations. A farmer pays 5% extra for farm inputs for climate coverage. When a weather station reports extreme climate change, the farmer registered with that station automatically receives the amount in mobile. 

MNOs have been the major drivers to enhance the microinsurance industry. Mobile being the dominant in healthcare technology, can be used to structure niche insurance products and serve to educate people on various health issues. Mobile micro-health insurance can serve as a protective blanket against health emergencies as mobile can bridge the gap between the insurers and low-income families, be it mobile policy information, claims filing, renewals, query and claim payments. An adequate balance can be achieved between affordability and accessibility by partnerships with MNOs to deliver real value to the customers.

Untapped Opportunity & Drivers of Micro-health Insurance

In developing countries, the estimated volume for microinsurance is between 1.5 and 3 billion policies. These policies typically account for demand in health, agriculture, property, and disaster cover. At present, only 5% of this market is currently tapped and is being driven by large commercial insurers. To expand the market, commercial insurers should partner with innovative startups, NGOs and other facilitators. As mobile penetration deepens, it will also open more doors for low income groups to have access to better quality financial savings products. For instance, WhatsApp which has a total of 400M users in India, 15 million of which are small businesses, is targeting financial services such as insurance, micro-credit & pension for the rural/informal sector through ‘WhatsApp Pay’. The ‘Digital for Bharat’ challenge needs simplicity in the products & services being designed for the rural mass and finding innovative distribution channels to truly establish the roots of this market.

To know about how healthcare industry is bringing hospitals to a customer’s doorstep, watch our webinar on Digital Health Beyond COVID-19.

Further Readings:

  1. Reimagining Medical Diagnosis with Chatbots
  2. HealthTech 101: How are Healthcare Technologies Reinventing Patient Care
  3. What will be the state of the healthcare industry post pandemic?
  4. Healthcare Chatbots: Innovative, Efficient, and Low-cost Care
  5. Does Microinsurance work for India’s poor?

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What will ‘Behavioural Changes’ Mean for India’s Digital Health Future

We are in the middle of a global pandemic, facing a threat unlike one never seen before. COVID-19 has been a reason for global concern since it has negatively impacted economies, shut down workplaces, and forced cities into lockdowns.

But history also tells us  that times of uncertainty also foster innovation. The pandemic has forced consumers and businesses to rethink how they behave both physically and digitally. As per McKinsey, COVID-19 has speeded up the adoption of digital technologies.

India, which was on the cusp of a ‘digital health’ revolution, has now been forced to embrace innovation and emerging trends. The healthcare sector holds great promise since new-age technologies like telemedicine, robotics, artificial intelligence (AI), genomics, etc. are transforming healthcare services.

There have been unprecedented changes in consumer behaviour as well. People are now increasingly relying on using the internet to find clinical information or engage with healthcare professionals digitally. Moreover, online consultations, telemedicine, and e-pharmacies have seen a rise in popularity.

Companies will thus need to capitalize on the changing patterns of consumption and health-seeking behaviour.

This article focuses on how changing patient behaviour will affect India’s digital health future.

A growing Indian healthcare market

According to a report by Future Health Index, India is a leader in the adoption of digital health technology. As per India Brand Equity Foundation (IBEF), the Indian healthcare market is expected to grow at a compound annual growth rate of 22% to reach a valuation of USD 372 billion by 2022. This growth can be attributed to the following –

  • Growing health awareness
  • Aging population
  • Lifestyle-related diseases
  • Rising income levels
  • Growth of internet availability

The rise of digital health start-ups is also playing a role in the growth of the healthcare sector. Indian health tech startup landscape has now matured.

Over the last few years, telemedicine has emerged as a fast-growing sector in India. Prominent start-ups like Practo, mfine, and Lybrate have established themselves in the telehealth market. McKinsey estimates that India could save up to USD10 billion by 2025 by using telemedicine instead of in-person doctor appointments.

COVID-induced behavioural changes

The COVID-19 pandemic has brought about changes to patient behaviour. The fear of leaving homes to get treatment has led to the growth of virtual care and telemedicine. 

As per a report by Accenture, almost 70% of the patients canceled or postponed their treatments due to the COVID-19 pandemic. Technology, therefore, played a crucial role in helping patients continue their care. Healthcare providers were even able to improve the experience for patients by delivering them faster response time, personalized interactions, and the convenience of getting consultation from home.

The same report by Accenture highlights some key behavioural changes that are being observed in patients – 

  • Nearly half of the patients now get their treatment at their homes instead of visiting a clinic.
  • Almost 60% of patients want to continue using technology for communicating with healthcare providers.
  • About 41% of patients now use video conferencing to connect with their healthcare providers. Of these, for almost 70% of patients, it’s their first-time using video conferencing for healthcare.
  • Almost 44% of patients used new apps or devices during the pandemic to manage their health conditions.

All this highlights the need for healthcare providers to reimagine their patient engagement strategies in keeping with the changing patient behavior.

Future of digital health in India

New digital technologies and tools are making an impact across the healthcare sector. They hold great promise in improving the efficiency of healthcare services while delivering better patient care. Below are some of the technological developments that are expected to revolutionize the way we seek healthcare.


About 68% of India’s population lives in rural areas where healthcare services are not usually up to the mark. This barrier can be overcome by telemedicine that offers an excellent way for patients to consult a doctor in a much shorter duration. Telemedicine can cut waiting times and allow patients to avoid traveling to a clinic or hospital. Some other benefits of telemedicine include –

  • Immediate access to specialist healthcare providers.
  • Cost-effectiveness.
  • Improved quality of care.
  • Convenience to the patients.
  • Improved patient engagement.

Internet of medical things (IoMT)

The rapid growth of IoMT devices is rapidly changing healthcare delivery by playing an important role in tracking and preventing chronic illnesses.

It not only helps eliminate the need for in-person medical visits but also helps reduce costs. Goldman Sachs estimates IoMT to save USD 300 billion annually for the healthcare industry. IoMT will benefit those patients the most who are unable to get access to quality healthcare due to remote location.

Big data in healthcare

There has been dramatic growth in the amount of medical and health data in the last few years. These massive datasets can be used to draw insights and opportunities for healthcare organizations. Analysis of healthcare data can help discover warning signs and create preventive plans.

The widespread adoption of IoT devices also makes it easier to monitor heart rate, blood pressure, etc. This can help in the early detection of diseases like hypertension, asthma, heart problems, etc.

Electronic medical records

Electronic medical records or EMRs help collect, digitalize patients’ information, and store it in a single place. EMRs store various types of medical data like medical history, prescriptions, drug allergies, etc. and allow doctors to make accurate disease prognosis in a much shorter time. Some other benefits of EMRs include – 

  • Effective medical decisions.
  • Easy data recovery.
  • Improved collaboration.
  • Portability.
  • Security of medical data.

Artificial intelligence

Artificial intelligence (AI) has a big role to play in improving healthcare since growing digitization leads to the availability of a large amount of health data. AI has the potential to transform everyday health management in the following ways –

  • Improved accessibility of healthcare services (for example – the AI-based mobile app Ada is available across 140 countries and makes it possible for anyone to have access to medical guidance).
  • Improved efficiency.
  • Accurate disease diagnosis.
  • Improved insights to reveal early disease risks (for example – a popular app Verily can forecast noncontagious and hereditary genetic diseases).
  • Time and cost savings.


Mobile health or mHealth refers to the monitoring and sharing of health data via mobile technology like health tracking apps or wearables. 

mHealth apps can prove to be beneficial in increasing patient engagement, providing health education, and offering remote consultations to patients. It can also use the data from wearable devices to improve the quality of care. Some other benefits of mHealth include – 

  • Faster access to physicians.
  • Improved medication adherence.
  • Remote patient monitoring.
  • Increased medication reconciliation accuracy.
  • Improved coordination between healthcare providers and patients.


It’s quite clear that COVID-19 has significantly impacted patient behaviour. There has been a growing preference for telehealth and mHealth apps. But all of this has also compelled healthcare organizations to put in more effort in adapting to these behavioural changes. Healthcare providers are opting to rely more on new technologies to continue delivering patient care. A more affordable standard of high-quality care is in the works for India’s digital health future.


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