ANALYSIS OF THE POSSIBILITIES FOR HEALTH INSURERS TO DEVELOP NEW HEALTH INSURANCES IN CONDITIONS OF A COVID-19 PANDEMIC

The pursuit of the activity of health insurers under the conditions of global economic and health crisis due to the announced COVID-19 pandemic, of severe competition, of globalization and continuous commitment to achieve high yields from the administration of the funds of health insurers, creates conditions and prerequisites to develop new health insurances. As a result of the announced COVID-19 pandemic, health insurers are facing a serious hazard related to the liabilities they have undertaken under the health insurances. There is a large-scale occurrence of the risk assumed by health insurers in the situation of a global health crisis due to the announced COVID-19 pandemic. Generation of new ideas and views with regard to the profile of the new health insurance product; its development; the establishment of strategy for the product’s market development; the marketing tests of the product; the quality and the market potential of the product are among the main aspects for analysis of health insurer’s competitive power upon launching new health insurances products. The aim is to mitigate the large-scale occurrence rate of the health insurance risk in order to enable health insurers to flawlessly fulfil their obligations to the health-insured persons. Insurers that demonstrate financial stability, solvency and good financial performance will have better chance to succeed and survive under the new conditions of a global health and financial crisis.