The health insurance business model between product standardization and service differentiation[Le modèle économique de l’assurance maladie entre standardisation des produits et différenciation des services]

The private health insurance market in France has undergone significant development over the last two decades. This evolution stems from the State's entrustment of a new role to the market concerning social cohesion, marked by a hyper-regulation of health insurance contracts, resulting in substantial standardisation. Contrary to being a major challenge, standardisation, inherent in the insurance market, compels insurers to distinguish themselves not solely based on guarantees but by offering a myriad of services. This approach enables policyholders to manage their health individually. This strategy not only signifies an adaptation of insurers' business models but also reflects a new ethos in health insurance, championed by the State, which legitimises market players as contributors to public health and the common good.