Strategies for Using New Media to Promote Commercial Health Insurance Marketing in the People's Republic of China (Journal of Scholar Community)

Summary

• Commercial health insurance premium income in China reached 6 แสนล้านหยวน in 2019, representing a year-on-year increase of approximately 30%.p.3
• Insurers implementing new media innovation management increased their customer base by an average of more than 20%.p.3
• The study's primary research included qualitative interviews with 12 executives across 3 major insurance companies and quantitative survey responses from 385 commercial health insurance customers.p.2
• Structural equation modeling revealed that market competition and customer demand positively influence new media innovation adoption, with coefficients of 0.539 and 0.587, respectively.p.10
• The authors outline 5 strategic approaches: transparent communication platforms, engaging content creation, personalized services, internal innovation culture, and systematic online reputation management.p.2

Key insights

1. Commercial health insurers focus on highly interactive digital channels including short videos, live streaming, and WeChat Official Accounts.p.2
2. Quantitative research surveyed a sample of 385 commercial health insurance customers calculated using Cochran's formula at a 95% confidence level and 5% error margin.p.6
3. Insurers are shifting content strategies from traditional advertising to emotional storytelling and health education on platforms such as Douyin and WeChat.p.7
4. External market pressure drives initial adoption, while an internal organizational culture of innovation acts as a critical mediating variable for long-term sustainability.p.8
5. Personalized insurance services leveraging Big Data and AI reduce application abandonment and build long-term customer loyalty.p.9
6. SEM analysis confirmed that market competition and customer demand significantly drive the application of new media innovation with path coefficients of 0.539 and 0.587.p.10