The private interests of consumers in the healthcare market

Purpose - This paper sets out to examine how private health insurance (PHI) supports the private interests of consumers of healthcare services. The focus is on how insurance companies promote PHI to consumers. Design/methodology/approach - Using interviews with insurance company marketing managers and others, the paper is a case study on the introduction of PHI in Sweden. Findings - The interviewed insurance company managers argue that PHI supports two types of consumers' private economic interests. One type is the employers' interest in managing their total health-related costs for their employees and the promise of PHI to reduce these costs. The second type relates to the interests of employees, particularly sports professionals, in managing economic risks and the promise of PHI to limit such risks. Research limitations/implications - The paper focuses on how insurance companies promote PHI to consumers. There is no exploration of how PHI policyholders actually use their insurance. The study focuses on Sweden where private companies are the major PHI policyholders. In other European countries, PHI may be adapted to other consumer groups in order to develop other private interests. The paper points to the value of short waiting times in public healthcare. Originality/value - The paper provides valuable insights for academics and practitioners who are interested in how the private interests of consumers may affect the healthcare sector.