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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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What can APAC insurers learn from each other in an After-COVID World

The Pandemic has forced Insurance carriers, both legacy and new, to adapt their business models, re-evaluate risk modelling and pricing strategies and conceive fresh ways to interact/engage with prospective buyers. Especially within the APAC region, there are many businesses that have adapted to the new business normal successfully and carved out specialised tactics to thrive. 

In this blog we will take a look at some instances that reflect these changes and the measures taken by Insurers that will provide insights for other carriers. But before hopping into those points, let’s have a look at few trends which are worth mentioning:

Changing Trends To Be Considered for a Longer-Term

  1. More Consumer-Centric Solutions:

Most APAC insurance companies use a one-size-fits-all approach; wherein, offering similar packages or products to a broader audience. But that is not the case anymore. In times like this, customers are picky and have become more aware than ever and expect solutions customized for their requirements. 

Therefore, to meet their expectations, many APAC insurers started offering tailor-made policies that meet individual requirements. This is one of the trends that we will see going forward on a longer-term.

  1. Enhanced Claim Settling:

Along with companies focusing on providing customer-centric solutions, they’ve also been focusing on enhanced claim settlement mechanisms. This will aid customers to get financial backup under challenging times.

Now, claims can be raised faster, and policyholders can simply upload the documents required. Insurers can use this to increase their efficiency and settle claims faster and with more efficiency.

  1. Digital Operations:

Since the government has alerted people to follow the guidelines and maintain social distancing, people were rarely stepping out. And this gave rise to more online transactions and deals made online. An increasing amount of people are buying things online, and that goes for insurance as well. 

More number of APAC Insurers started offering insurance online and made other processes feasible online as well. This empowers policyholders to make their payments online and upload their documents from their own homes’ safety and comfort.

Essential Learning for APAC Insurers to Adapt Quality Change

The unappreciated effects of the pandemic have shaken the whole economy and businesses on a large scale. Indeed, all the business models have experienced its effects, but for some, it went positive, and for others, it was negative. 

However, the insurance sector stands in the middle of the ground. Under this umbrella, businesses have used various tactics to cope with the negative aspects and paved their way from surviving to thriving.

To win more customers in the post-covid world, a proper action plan is required. The following points are what successful APAC Insurers are up to; you can use them as inspiration to power-pack your business for post-covid scenarios. 

  1. Telemedicine in Health Plans

Telemedicine is the distribution of clinical and health-related services remotely in real-time two-way communication. This concept had just begun to grow in India but COVID catalyzed the process as the nation went under lockdown and social distancing became the norm.

Since telemedicine became widely popular in the post-COVID world, the IRDAI instructed insurance companies to cover the medical costs incurred on telemedicine as well if their health plans offer coverage for doctor’s consultations. Therefore, health plans are now more inclusive in the Post-Covid world as they cover telemedicine costs too.

APAC insurers can adapt to this concept as it will power-pack their health plans even more. 

  1. Replacing Physical Signatures

Because of social distancing norms, many insurance industries have adopted the elimination of physical signatures on proposal forms. This can be acquired by APAC insurers for the long term. 

Now, individuals are liberated to purchase insurance plans with online proposals which are verified by the confirmation mails or OTPs rather than physical signatures of policyholders. This also saves individuals to travel to the workplace and save a lot of time. 

  1. Implementing Virtualised Outreach

Being the new normal, remote working has made us comfortable with having virtual meetups and conferences. Many companies in Asia-Pacific have adopted this method in outreaching and having a potential conversation with new customers. It enables them to get their work done by sitting in their comfort zones. This is a good adaptation in the long run and saves customers from traveling to a location. 

Therefore, make sure you are active in this digital world to remain visible to your clients. Utilize various ways to keep them warm. It may be email newsletters, videos, social media, and even interactive webinars so that your business remains at the forefront of your clients’ minds.

  1. Adoption of AI-driven systems

Acquiring the power of AI is not a business decision anymore, it has become a survival strategy. And Covid-19 has helped more APAC insurers to understand this. Therefore, the insurance industry is undergoing a swift and tremendous transformation, driven by the burning need to improve customer experience and smooth interaction.

AI can majorly help APAC insurers in the following ways:

  • Managing risk easily and efficiently with the help of neural networks. It can detect red flag fraud patterns and minimize fraudulent claims
  • Makes the agent-customer interaction better and smooth 
  • It helps in making the claim process easy and fast by eliminating the manual efforts from document processing to fraud flagging. 
  • Liberates APAC insurers with 24/7 customer service. 
  • AI can help insurance companies in determining business-critical aspects appropriately such as the maximum possible loss, probability, and pricing more.
  • Efficiently recommends the most beneficial products to their customers based on previous behaviors.

Wrapping Up

These lessons have been gathered through analysing and studying the business impact of responding to economic, political, and public health crises in the region and the global insurance industry at large. Coping up with the pandemic is a significant achievement in itself. But to grow sustainably through a Global crisis takes significant planning, effort and resources to quell the tide. APAC carriers will have to adopt fast, be nimble and navigate swifty for the uncertain road ahead in an After-COVID World. 


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