Not only Millennials, older generation too inclined to purchase Health Insurance plans that includes wearables


Not only Millennials, older generation too inclined to purchase Health Insurance plans that includes wearables

National, June 1: With emerging technology playing a crucial role in our lives, senior citizens are not left untouched with its aura. As adoption of digitally enabled products and services progresses in India, senior citizens have the opportunity to not only be more independent with the help of utility apps and services, they are also geared to take better care of their health and follow a healthy lifestyle. It is believed that gadgets and applications tend to attract the millennials or the tech savvy generation more, however the trend seems to be reversing now. Max Bupa one of India’s leading standalone health insurance players, released a study - ‘Max Bupa Pulse’ on the occasion of ‘Global Day of Parents’ which delves deeper into the shifting trends in the health insurance segment.


The research conducted by IMRB is an extensive study to better understand the mindset, needs, expectations and behavioral patterns of Indian buyers towards health insurance. The study encompassed over 2100 respondents from across India.


With increasing awareness, the concept of wellness seems to be changing across the country and people are willing to spend on health trackers to up their wellness quotient. Max Bupa Pulse survey strengthens the fact that not just millennials but senior citizens are also heading towards living a healthier life.


·       Undoubtedly, Fitness wearables are popular among the 28-50 year old’s, with nearly 35% responding favorably

·       The 51-55 year age bracket is equally interested in buying health insurance plans that includes fitness wearables and health coach applications, though only 28% of the 70% potential buyers were willing to pay for it

·       Further, 31% of the respondents in the age group of 51-55 years are willing to download health related applications that includes not just policy renewal and claim filing features but also functions such as: scheduling doctor’s appointments, booking ambulance, maintenance of health records, purchasing medicines and receiving personalized advice from fitness experts. This shows that consumers expect much more from their health insurance partners i.e. beyond a basic health cover.


We have also seen considerable enthusiasm from consumers on wellness enhancing initiatives such as providing fitness wearables, gym memberships, discounts on medicines, and help with stress management. The survey also reveals that stress management was important for 31% of respondents in their 30s and lower 50s indicating the stages of life most impacted by stress levels. Sizeable percentages were recorded across the suggested feature set such as providing dietary guidelines and wearables to conducting health check-ups and workshops, indicating the degree of importance of those features in the decision to purchase and even pay higher premiums. 


Commenting on the same, Mr. Ashish Mehrotra, MD & CEO, Max Bupa said, “The modern-day Indian consumer has completely redefined the concept of wellness. What was once about reactive responses to medical emergencies has evolved to proactive interest in staying healthy to avoid critical illnesses. Insurance companies can no longer afford to offer just conventional plans. A holistic package that caters to the evolving wellness expectations of consumers is critical to staying relevant. Our endeavor with the GoActive Health Insurance Plan is to address the gap in the industry and offer innovative solutions to meet the requirements of today’s consumers.”


Max Bupa GoActive Health Insurance plan has been designed to cover a broad spectrum of  everyday health requirements including inpatient hospitalization and on-the-go access to OPD (Out–patient consultations), diagnostics, personalized health coaching, second medical opinion, behavioural counseling and much more. The product has been designed keeping in mind the growing needs of consumers across all age groups.


Note to Editors:


Max Bupa Health Insurance


Max Bupa a 51:49 joint venture brings together a combination of Bupa’s health insurance and customer service expertise with Max India’s understanding and experience of the Indian health and insurance sectors. Max Bupa offers quality health insurance services through a dedicated team of over 1900 people and its network of 29 offices across 19 cities - Delhi, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Ludhiana, Chandigarh, Jaipur, Surat, Kochi, Kolkata, Patna, Goa, Gurugram, Lucknow, Vadodara, Thane and Jodhpur. Max Bupa offers individual and family oriented health insurance policies for Indians across all age groups. Max Bupa has a direct working relationship with a network of over 4000 top quality hospitals and healthcare. Over the last seven years, Max Bupa has introduced many innovative offerings that cater to the evolving health needs of various customer segments. For more details about the company and a list of all our network hospitals please visit


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