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Eight out of ten British adults believe PMI providers should help members manage and improve their health

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The latest PruHealth Vitality Index reveals that eight out of ten British adults believe it is important for private medical insurers to help members manage and improve their health.


The Index reveals a clear gap between adults’ perceptions of what it means to be healthy and having a real understanding of the impact of lifestyle, diet and fitness levels on current and future health. More than two thirds believe they are currently in a good state of health, but when lifestyle and fitness choices are scrutinised the reality is quite different. Just 58 per cent feel they actually follow a healthy lifestyle and under half describe their fitness levels as good.


Half would like to do more exercise, and more than a third would like to improve their diet, but the cost associated with making these positive lifestyle choices is preventing action being taken by a significant proportion. So customers are looking for more than just medical cover. They seek advice, discounts and incentives alongside their policies. Eight out of ten think it is important for private medical insurance providers to help their customers manage and improve their health, with a third of consumers thinking it is very important.


Consumers are looking for:

  • Discounted premiums for non-smokers

  • Discounted health screenings

  • Discounted gym membership

  • Rewards for engaging in healthy activities

  • Encouragement and advice on leading a healthier lifestyle

  • Advice on lowering stress levels


Shaun Matisonn of PruHealth says: “There is significant room for improvement when it comes to the health of adults in the UK, and it is important consumers feel they have access to the tools they need to maintain a healthy lifestyle. Through our Vitality programme, PruHealth is committed to encouraging people to implement the necessary changes needed to reach their health and fitness goals. Incentivising people to make small changes to their lifestyles such as PruHealth’s Vitality programme, which offers rewards for engaging in healthy behaviour, could be one effective way of encouraging more adults and families to proactively look after their long-term health.”


Private medical insurance: News update: November 2008


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