INFRASTRUCTURE FEATURES OF THE MARKET OF HEALTH INSURANCE SERVICES

Ukraine deserves a stable financial environment and civilized insurance market. With a gradual increase of understanding level of insurance as a financial tool of protection between citizens and some employers appears a habit to make contracts of voluntary insurance, including health insurance. Infrastructure elements of insurance market with a focus on the market of voluntary health insurance services are the subject of the article. The aim of the article is to analyze the current state of individual components of the infrastructure and its impact on segment of voluntary health insurance services, to set existing problems and to formulate proposals for their solving. To achieve this goal, considering the specificity of insurance as a business area and characteristics of insurance companies activities at the moment, the following methods as systematic approach, observation, method of dynamic series and relative values, elements of content analysis are used in the research. Examples of modern legal documents, role of self-regulatory insurance organizations in their development are given in the article. Necessity of understanding of professional insurance terminology, expertise, medical assistance and its interaction with insurance companies are emphasized. Importance of ethical relationships of the last with clients, partners, colleagues and competitors; following the Code of ethics in insurance; implementation of leading insurance organizations experience into national practice are accentuated. Insurance premiums and payments dynamics of voluntary health insurance, increasing of which confirms people's understanding of importance of their health preserving, elevation of services quality in different health institutions is analyzed. Problems related to the specificity of supporting services for insurers that carry out voluntary health insurance are outlined. Impossibility of unjustified volume and value overestimation of health care services that are included into accounts as a risk for financial indicators of insurance company is accentuated. For improvement and development of infrastructure of the insurance market in the segment of voluntary health insurance services market are offered some ideas: to enhance information transparency of insurance market subjects and to intensify educative activities for potential customers; to use management innovations; to make expert prediction of the behavior of insurance consumers; to expand introduction of IT technology into the practice of insurers. Authors’ offers are based on the analysis of experience and practice of domestic insurance companies including current development of the insurance market. The results of the research can be used by the insurance market participants and by economical universities in such subjects as "Insurance" and "Insurance services". Present-day insured are able to analyze information about voluntary health insurance, to monitor insurance companies before choose their programs and give any preferences to those, which fulfill their contracts obligations and keep insurance ethics; have high level staff; around the clock assistance support; cooperate with modern clinics and independent experts. Understanding of the relevance and development of infrastructure of the insurance market, which depend on all its members, are a promising direction for positive dynamics of the market of voluntary health insurance services.