EFFECT OF DIGITAL MARKETING TECHNOLOGIES ON CONSUMER’S INCLINATION TOWARDS HEALTH INSURANCE PRODUCTS

The proliferation of digital marketing technologies has significantly transformed the landscape of consumer engagement across various industries. The health insurance sector, traditionally reliant on direct sales and agent-grounded interactions, is increasingly espousing digital marketing strategies to draw in and keep customers. This study investigates the impact of digital marketing technologies on consumers' inclination towards health insurance products, with a focus on understanding how these technologies impact awareness, engagement, decision-making, and purchasing behavior. The study analyzes the extent to which digital marketing technologies affect consumers' decision-making processes and their willingness to purchase health insurance, considering the role of personalized and customized marketing approaches.