ABSTRACT

Rural dwellers in Nigeria constitute 70% of the country's population and yet are deprived of access of social and other basic amenities such as quality health facilities necessary for healthy living. This study was carried out to examine the perception on marketing of healthcare insurance policy of the rural dwellers in three communities in each of the senatorial district of Abia State. These communities include; Abia North (Arockukwu, Ohafia, and Bende), Abia South (Ukwa East, Ukwa West and Isiala Ngwa North) and Abia Central (Umuahia North, Umuahia South and Ikwuano).The descriptive research design was used for this study for the clarity of analysis of finding. Findings in this study show that: majority of the respondents earned less than N 100, 000 per month; only 35.6% of the respondents participated in healthcare insurance scheme while other is non-participatory. The most commonly cited reasons for not taking health insurance policy by 116 respondents who are non-participatory of the healthcare insurance policy, are that there is no return for the investment and ignorance about healthcare insurance benefits; occupation, income, medical participation and location are suitable predictors of the acceptability of healthcare insurance and that there is no significant difference in customers' perception on healthcare performance. The findings also revealed lack of interest, customers' ignorance of the policy, customers are not aware of benefits and coverage gap as the challenges in marketing healthcare insurance policy. Therefore we conclude that the demographic characteristics of customers have effect on healthcare insurance acceptability. Based on the results n4 discussions of this study, any insurance company can design its offerings in such a way as to attract broad based customers and provide them with the best products and services. Insurance services providers will, therefore, have to introduce proactive strategies that are primarily aimed at educating consumers and encouraging greater usage of healthcare insurance policy as well as life insurance policy, Studies on the factors that hinder and promote subscription to healthcare insurance services can contribute to prolPongation healthcare insurance concept.