INVESTMENT-ORIENTED INNOVATIONS IN MEDICAL INSURANCE: STRATEGIES FOR SUSTAINABLE HEALTHCARE FINANCING IN THE DIGITAL ERA

This article analyzes the implementation of investment-oriented innovations in the field of medical insurance to establish an effective and sustainable healthcare financing model amidst digital economic transformation. The authors provide theoretical justification for the role of innovations and investments in the development of the medical insurance sector, along with a deep analysis of the current state of medical services and the main barriers hindering innovation in this area. Special attention is given to assessing the impact of digitalization on the accessibility and quality of medical services, as well as the potential of using advanced technologies such as telemedicine and online platforms for insurance companies. It is considered that digital technologies, including telemedicine and online services, have the potential to significantly improve access to medical services and reduce costs. However, the implementation of these innovations faces several challenges, including issues of internet access, the lack of proper legal frameworks for regulating digital technologies in medical insurance, and the need to enhance financial literacy among the population. The authors summarize and propose a list of barriers (technical, regulatory, financial, cultural, psychological barriers, barriers related to human resources, and competition-related barriers) in attracting investments to the sector. Practical recommendations are offered for stakeholders, including insurance companies, government bodies, and users of medical services, to facilitate more effective innovation implementation and ensure sustainable financing of medical services. The strategic approaches to sustainable healthcare financing proposed in the article aim to ensure equal access to medical services for all population segments, improve the quality of insurance services, and optimize costs through digital tools.