Motivation of insurers’ staff in the health insurance sector in the turbulent times

Abstract

Introduction. Medical insurance is successfully practiced abroad, and the majority of the European population uses healthcare services at the expense of insurance companies. However, the population of Ukraine is not used to such an insurance product, and therefore it is very difficult to prove the need for insurance medicine and its benefits. A particularly important factor in the promotion of health insurance services is the qualification level of staff and their possession of relevant healthcare competencies. Therefore, when forming the staff of insurance companies, due attention should be paid to the professional level of specialists and their ability to promote such an insurance product as health insurance. Currently, the insurance industry in Ukraine is facing a perfect storm, as numerous external factors converge in time to reach their culmination. The purpose of the article is to substantiate the constituent elements of the model of the system of motivation of insurance companies' personnel in the conditions of turbulence as a prerequisite for increasing the competitiveness of insurance companies and stimulating the development of health insurance. In the process of the research, the authors answer the following scientific questions: (1) what are the basic problem areas of organisational and financial nature of the development of health insurance in Ukraine? (2) is there a dynamics of change in the personnel of insurance companies in the context of turbulence in HR management? Method (methodology). At the beginning of the research, we used the method of systematisation and comparison of opinions of various analysts and scholars to identify the main problem areas of organisational and financial nature of the development of health insurance in Ukraine. Next, based on the method of comparison, the authors analyse the dynamics of personnel changes in the TOP-5 domestic insurance companies in terms of insurance premiums received and foreign insurance companies of similar insurance groups in the context of turbulence in personnel management, and also provide examples of changes in the activities of insurance companies' management in the context of military operations. As a result, by applying the methods of structural-logical analysis and analysis of strategic gaps, the constituent elements of the model of the system of motivation of personnel of insurance companies are substantiated. Results. The problematic areas of organisational and financial nature of the development of health insurance in Ukraine with possible measures to improve the situation are identified. The need for continuous improvement of the professional level of insurance companies' employees and understanding of the specifics of the healthcare industry is emphasised. The article reveals the essence of the conditions of turbulence in the activities of insurance companies, which are understood as climate change, pandemic conditions and war, which determine the peculiarities of staff motivation as a factor in increasing the competitiveness of insurance companies. The authors describe the constituent elements of the model of the insurance companies' staff motivation system in the context of turbulence, in particular, critical human resources, strategic human resources development, search for the best talents, individual preferences and career development planning, employee assistance programme, adaptive learning, development of employees' skills and potential, organisational leadership, and intercultural adaptation.