Journal of African Development

Health insurance has become an indispensable financial protection mechanism in today's rapidly changing healthcare environment. The increasing cost of medical treatment, coupled with the rising incidence of lifestyle diseases, has highlighted the importance of health insurance, particularly among the younger generation. This study examines awareness towards health insurance among young individuals in Tiruchirappalli District. Primary data were collected from 358 respondents using a structured questionnaire comprising demographic variables and statements relating to awareness, adoption factors, satisfaction, and Customer Relationship Management (CRM) practices. A descriptive research design and convenience sampling technique were employed for data collection. Percentage analysis, mean score analysis, standard deviation, and weighted average ranking were used to analyse the collected data. The study reveals that although the majority of young people possess a basic understanding of health insurance, considerable gaps remain regarding policy benefits, claim settlement procedures, tax advantages, and specialised insurance products. The study recommends intensified awareness campaigns, digital education initiatives, simplified insurance products, and institutional collaborations to enhance health insurance awareness among the young generation..