Insurance penetration levels in India are abysmally low, only 22 percent of the insurable population has been tapped and the situation in rural areas is even worse. Educating the rural population about the importance of healthcare and how insurance can help get the best for them at various stages in life is in itself a challenge particularly considering the low literacy levels, the traditional mindset, traditional or local healers, inefficient means of transportation, unaffordability, low importance to healthcare are few of the harsh realities that need to be tackled first.

Low importance to healthcare:

With no means to provide for even the basic necessities, scant regard is given to healthcare. Unless the situation is worse seeking medical help is out of question.

Allopathic cure not considered:

Low educational levels have led to village folks relying on local healers. Their advise is taken at face value and allopathic cure is only taken up as the last resort.

Hospital care is costly:

Access to affordable medical care is absent. Hospitals are located very far off and the cost is unaffordable.

Transportation:

An absence of an efficient means of transport has only worsened the situation. Bullock carts are the usual mode and any other is unaffordable. Hence a patient in need of medical help has to travel long distances to reach the 'nearest' health centre.

The following factors will help bring about a change in the situation:

• More PHC (Primary Health Centre):
  More primary health care centres need to be set up by the government.
  
• Subsidised local transport:
  Local transportation to be arranged for at subsidised rates by the panchayat or the hospital.
  
• Education of village folk:
  To spread the message volunteers can build a network of workers who can identify the problem areas and influence the villagers on various issues. Street plays, personal approach on a one to one basis or a group approach will go a long way in educating the rural population.
  
• Tailor made policies:
  Insurance companies will have to take into consideration the problem areas, and create tailor made policies.
  
• Marketing:
  Marketing in rural India is a different ballgame. Emphasis should be on the traditional media coupled with entertainment. This will go down well with the village folk. LIC used puppets to educate rural masses about Life Insurance. The number of inquires at LIC following the performance was found to be considerably high and the field staff too reported a definite impact on the business.
  
• Womens role:
  Awareness building and empowerment of women through income generation projects and literacy activities can help to a large extent.
  
• Private health care centres:
  Health care centres set up by private institutions at subsidised rates can ease the problem to a great extent. Insurance companies can play a major role in educating the masses by spreading the message through health care centres.