International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Walk More, Pay Less: A Study of Customer Awareness, Engagement, and Comparative Analysis of the Wellness Payback Model in Retail Health Insurance

Author(s) Mr. Prachit Mahesh Pawar, Prof. Kiran Rodrigues
Country India
Abstract Wellness-linked health insurance models in India seek to promote preventive healthcare by offering incentives such as cashback, premium discounts, and reward points. However, the effectiveness of these models depends on customer awareness, engagement, and the actual value realized. This study examines awareness, participation, and financial outcomes associated with wellness payback features in retail health insurance.
The analysis is based on primary survey data from 38 individual retail health insurance policyholders in Mumbai, supported by a comparative review of wellness offerings from leading insurers including Aditya Birla Health, HDFC ERGO, and Niva Bupa. Descriptive analysis was used to evaluate customer engagement and perceived benefits. The findings show that while awareness of wellness features is relatively high, consistent participation is limited. Among engaged users, wellness incentives enabled recovery of approximately 10–25 percent of annual premiums, indicating tangible financial value. However, complexity in communication, digital usability issues, and unclear redemption mechanisms constrain broader adoption. The study concludes that wellness payback models can enhance customer value, provided they are designed with simplicity, transparency, and sustained engagement in focus.
Keywords Wellness-linked health insurance; Wellness payback model; Customer awareness; Preventive healthcare incentives; Retail health insurance; HealthReturns™
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.65087
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E-ISSN 2582-2160
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