Important Alert:
Summary: The Indian health insurance industry is rapidly evolving in FY’25, driven by digital-first distribution, embedded insurance, and AI-powered claims and fraud management. Wellness-focused benefits-like diagnostics, fitness, and mental health support-are becoming standard, while IRDAI reforms such as OPD coverage and Bima Sugam are boosting affordability and transparency. Adoption is expanding beyond metros, with Tier-II and Tier-III cities emerging as key growth drivers thanks to rising awareness and digital accessibility. Overall, the sector is moving toward greater innovation, inclusivity, and customer-centricity.
Our Health Insurance Search Trends Report (FY’25) analyzes shifts across 15,000+ keywords, revealing rising consumer demand patterns, high-growth cities, and strategic opportunities for insurers to stay competitive.
Key Takeaways:
Did you know that in the public sector, the total worth of health insurance is estimated to go beyond 272 billion ? Health insurance is a necessity for people of all strata. The context of the health insurance market has changed all around the world and this creates the need for a new demand as well. Affordability is a factor that often meets a backseat in the context of healthcare. But does that mean normal people will not be able to get access to quality healthcare? This is where the context of health insurance becomes exceedingly important.
However, with so many changing trends in the world, the domain of healthcare insurance also sees a similar scenario. Although the internet is available with access to ample information, it can sometimes be confusing for some people to make the ideal choice. To ensure that the public has access to enough information and can make use of the right health insurance, here are some emerging trends that you should be aware of.
Some of the emerging trends in the field of health insurance that can be indeed beneficial for you to make further choices are:
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One of the emerging trends in the field of health insurance that has taken the entire world by storm is none other than Big Data. This is one element that has the potential to completely transform the competitive landscape and render more success to insurance companies. The term Big Data refers to the raw information that each health insurance company collects. This data could pertain to the analysis of customer behavior, the healthcare world, and even what the demand and supply scenario looks like.
Wondering which are the areas where one can make use of Big Data? Big Data holds transformational power as the insured companies will be able to use the same for marketing, developing new products, and similar others. Big Data is usually quite protected as well and hence most of the insurance companies have to pay a hefty amount to gain access to the same.
Another healthcare insurance trend that has taken this domain by storm is the integration of telemedicine and digital health. Previously, such was the norm that most of the health insurance providers did not take telemedicine or digital health under consideration. However, with changing times, the world of health insurance has also adopted the same. The COVID-19 pandemic has shown the world that even healthcare is possible over the digital medium.
Telemedicine offers convenience, reduces costs, and improves access to healthcare, especially for individuals in remote areas. Often telemedicine and digital-based health apps allow you to get access to quality healthcare and opinions from professional experts. The integration of telemedicine and digital health apps into the health insurance cover is indeed a phenomenal step. It has the potential to bring in more consumers and ensure that the market becomes global in reach. As the healthcare ecosystem moves toward digital-first experiences, working with a specialized healthcare seo company can help insurers and providers strengthen online reach and attract digitally savvy consumers.
There was a time when most of the health insurance policies did not include the treatment in makeshift hospitals under coverage. However, with the new regulation passed by IRDAI or the Insurance Regulatory and Development Authority of India, coverage for makeshift hospitals is a new trend. This means that even if you receive treatment for a temporary hospital that does not have any permanent setup, it will be covered under the healthcare insurance. Makeshifts are usually government-run and they are quite popular all across the world.
Specifically during the time of medical emergency, the inception of makeshift hospitals became more popular. With the new trend, whatever treatment you get from these hospitals will likely fall under the coverage. In case there are any health catastrophes caused due to natural disasters, that will fall under the same coverage. People who do not belong to high-end metropolitan cities and often have access to only temporary healthcare facilities will also be able to benefit from the insurance.
Most of us are aware that in this new era, you must pay importance to the unique needs of every individual. It is time that we focus on what healthcare requirements every customer has and provide customized solutions. Personalising Health Insurance plans has become a common trend in the world globally.
Most of the current studies have shown that health insurance plans are better applicable when they take care of individual requirements. How does one implement personalized health insurance plans? These plans are curated usually after conducting an in-depth analysis of the patient’s current status.
The inception of cloud technology has caused a revolution in the context of the health insurance industry and for the better. It has improved outcomes and has also proven to be cost-effective for the health insurance industry. Cloud computing allows the scope of health insurance industries to invest money in various sectors for improved outcomes. By integrating cloud solutions, insurers can store and process vast amounts of data securely and efficiently, enabling real-time access to critical information.
Cloud technology allows both insurance companies and even the policyholders. As the health insurance industry continues to embrace digital transformation, cloud technology will remain a cornerstone in enhancing efficiency, security, and customer satisfaction. This also involves the concept of artificial intelligence and machine learning which can predict future trends.
For a prolonged period, one of the vital segments of health care that was not included in any of the health insurance coverages was none other than mental health. People often think that mental health does not have the merits to be included in this category. However, recent developments have shown how mental health is a potent physical concern and has the power to completely topple health conditions. Today there are poignant health insurance providers who have made it a point to include mental health coverage.
There are quite a few mental health insurance plans which cover medicines for mental health issues. Even counseling and therapy sessions are included in quite a few health insurance plans and can be claimed by those who are under the coverage. This holistic approach helps patients get access to better healthcare facilities and ensures that due to money, no one gets deprived of mental health treatment.
Note: L represents numbers in Lakhs
Searches for health insurance grew marginally by 1.61% in FY’25, reaching 98.15 lakh queries compared to 96.60 lakh in FY’24. This steady rise indicates sustained consumer interest in health insurance, though growth has slowed compared to previous years.
Note: L represents numbers in Lakhs
Non-branded keyword searches for health insurance remained stable overall in FY’25, but specific queries like ‘health insurance plans’ (+22.22%), ‘best health insurance in India’ (+22.07%), and ‘health insurance plans for family’ (+22.65%) saw strong growth. This shift highlights rising consumer interest in plan-specific and family-focused coverage.
Note: L represents numbers in Lakhs
Tier 2 cities contributed a total of 10.04 lakh searches in FY’25, down from 11.30 lakh in FY’24 – marking an overall decline of 11.19%. Despite the dip, cities like Bhopal (+18.36%) and Coimbatore (+20.26%) showed growth, while others such as Nagpur (-38.54%) and Jaipur (-15.17%) registered steep drops.
Note: L represents numbers in Lakhs
Star Health dominated branded searches in FY’25 with 33.40L (+18.04%), capturing 64% market share. Care Health Insurance (+21.53%) and Niva Bupa (+23.16%) showed strong growth, while HDFC ERGO (-21.15%) and Bajaj Allianz (-8.73%) faced declines.
Note: L represents numbers in Lakhs
In FY 2024–25, branded health insurance searches surged by 9.95%, reaching 52.16 lakh, while non-branded searches declined by 6.45% to 45.99 lakh. Branded terms now account for 53.14% of total search volume.
Note: L represents numbers in Lakhs
City-wise searches grew modestly at +1.61% in FY’25. While the Top 6 cities held 26.55% share, smaller cities and ‘Others’ drove the majority at 62.90%, highlighting expanding demand beyond metros.
Note: L represents numbers in Lakhs
Tier 1 cities contributed 94.61% to search volumes in FY’25, with Bengaluru (+19.77%), Mumbai (+16.40%), and Chennai (+15.41%) leading growth. Despite fluctuations, metros continue to dominate health insurance demand.
Health insurance continues to be a necessity, but the evolving landscape in FY’25 reflects a stronger push toward innovation and accessibility. With digital-first distribution, embedded insurance, and AI-driven fraud detection improving transparency and efficiency, insurers are better positioned to serve diverse customer needs. IRDAI’s reforms, along with the growing demand from Tier-II and Tier-III cities, signal a broadening adoption of health insurance across India.
For policy providers, aligning strategies with trends such as wellness integration, preventive care, and telemedicine will help them stay competitive and consumer-focused. For policyholders, these advancements mean more personalized, accessible, and effective coverage. In this shifting environment, partnering with a digital marketing agency for healthcare can help insurers reach the right audiences and leverage these trends for sustainable growth. See how our healthcare SEO case study demonstrates the power of search in driving visibility and engagement.
The most significant trend is the widespread adoption of AI and InsurTech, which are streamlining operations like underwriting and claims processing, while also enabling hyper-personalization of policies.
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