The Role of Artificial Intelligence in Marketing Supplemental Health Insurance: A Scoping Review for Challenges and Opportunities
| Author | Mohammadreza Rostami | en |
| Author | Hossein Hosseini | en |
| Author | Morteza Samami | en |
| Author | Soosan Soltanmohamadi | en |
| Author | Samira Rahmani | en |
| Orcid | Hossein Hosseini [0009-0005-1309-0775] | en |
| Issued Date | 2024-12-31 | en |
| Abstract | Context: The health insurance sales network is one of the essential pillars of the health insurance industry, and redefining this role can significantly impact the performance and effectiveness of health insurance companies. The main objective of this research is to identify and analyze the challenges and opportunities involved in redefining the role of the health insurance sales network in the era of digital transformation using artificial intelligence (AI). Methodes: To explore the principles of using AI for managing the health insurance sales network, a scoping review technique was employed. A comprehensive search strategy was implemented in the PubMed, Scopus, and Google Scholar databases until the end of August 2024, using keywords related to AI, health insurance, and sales networks. The inclusion criteria encompassed peer-reviewed articles in English that focused on AI applications in health insurance sales, while the exclusion criteria involved studies not directly related to health insurance or AI. The inclusion criteria required peer-reviewed, fully identified studies with abstracts and full texts published by August 2024. The exclusion criteria included unavailable full texts, irrelevant or duplicate articles, and low-quality content. The study selection process followed PRISMA guidelines, including an initial screening of titles and abstracts, followed by a full-text review. A flow diagram illustrating the selection process is provided in the full text. Results: The results were categorized into seven main areas: The application of AI in identifying potential health insurance customers, automation of health risk assessment, targeting new health insurance products, segmentation of policyholders, predicting customer churn, estimating customer lifetime value (CLV), and predicting healthcare costs. The analysis also considered the limitations of the included studies, such as potential biases in AI algorithms and challenges related to data privacy. Conclusions: The findings indicate that AI, in addition to increasing efficiency and reducing costs, enhances relationships between health insurance companies and policyholders. Given the specific complexities of medical data and the need for personalized solutions in health insurance, AI can play a crucial role in the digital transformation of this industry. Therefore, investing in AI technologies is essential for health insurance companies to maintain leadership in today's competitive market and provide higher-quality healthcare services to policyholders. | en |
| DOI | https://doi.org/10.5812/jamm-158253 | en |
| Keyword | Artificial Intelligence | en |
| Keyword | Health Insurance Sales Network | en |
| Keyword | Scoping Review | en |
| Keyword | Challenges | en |
| Keyword | Opportunities | en |
| Keyword | Health Insurance | en |
| Publisher | Brieflands | en |
| Title | The Role of Artificial Intelligence in Marketing Supplemental Health Insurance: A Scoping Review for Challenges and Opportunities | en |
| Type | Review Article | en |
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