Improving Features of Sales of Health Insurance Products

Insurance protection of the population is of particular paramount importance during pandemics, economic transformation and other complex processes in the life of society. The paper examines the state of the insurance market during the peak of the COVID-19 pandemic, as well as the main trends in its development during 2022. The purpose of the study is to improve measures for the sale of health insurance products in order to increase the profitability of insurers’ operations. In difficult and challenging economic conditions, a comprehensive marketing program will help insurance companies to continue their development and maintain financial stability. The proposed activities include the development of new products and improvement of the conditions already existing in the market; active offer of voluntary health and medical insurance and new programs for migrants traveling abroad; study of the financial situation of corporate insurers, individual entrepreneurs; sales via the Internet; application of discounts for prolongation of contracts; expansion of digitalization in insurance transactions, etc. In the course of the work, general scientific methods were used: analysis and synthesis, observation, grouping and comparison. The results of the study can be useful to employees of insurance organizations, teachers and students of economic disciplines.