Existing and potential customers reflections on private health insurance

Development in private health sector both in the world and in Turkey have accelerated since 1980s. The technological improvements in health area as well as improvements in marketing strategies in service sector have supported this progress. After 1990 private health insurance has become more attractive for insurance companies in Turkey. Due to direct relationship between private health insurance and public health systems, sector has become more active with reforms in social security system. In order to understand costumers? point of view on private health insurance well, the health system which is enforced in Turkey is examined and the private health insurance models in the world are executed. In these researches, it is targeted to execute the state of private health insurance?s background and present.In this research, two separate survey questionnaires have been prepared with Likert attitude scale for two groups: people who have private health insurance and people who do not have private health insurance. The research was applied to those selected at random in Istanbul have been reached through face-to-face interviews and e-mail. Besides evaluating data for each group, the answers of groups are also statistically compared. By comparing data, the differences of perceptions for two groups are exhibited in detail. Results of these analyses are evaluated with exploring researches regarding private health insurance market?s costumers, the attribute of society, and costumer behaviors. Along with the results, information which include important points for private health firms and illuminating points for academic researches are presented.Keywords: Insurance, Private health insurance, Insurance perceptions, Social insurance institution, Social security system.