Rural residents’ preference for inclusive commercial health insurance in China: a discrete choice experiment

Strengthening government responsibility is the most effective strategy to increase rural enrollment in inclusive commercial health insurance. Additional measures include equitable coverage for preexisting conditions, optimizing benefit design, and setting reasonable premiums and deductibles. These findings offer actionable insights for improving inclusive commercial health insurance uptake among rural residents and provide transferable evidence for other countries seeking to advance financial risk protection under the UHC agenda through public-private insurance partnerships.