Responding to the growing appetite for low-cost health insurance products and services

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1 insurance services Responding to the growing appetite for low-cost health insurance products and services Most people love the NHS. However, state provision is increasingly at risk from the relentless demand for health care and if reports are to be believed, is not far off from needing life support itself at least in its current form. Most of the debate remains firmly focused on funding On April 1st the changes introduced by the Health and Social Care Act the biggest reorganisation of the NHS in England since it was created in 1948 went live. Despite this, most of the debate remains firmly focused on funding. With the UK s budget deficit still rising and austerity forecast to continue far longer than expected, the pressure on public finances remains intense. The immediate challenge is for the NHS to deliver the full 20bn of cost savings it has been tasked to achieve by 2015 at a time when demand for NHS services is rising by up to 5% per annum [1] ; without impacting on front-line care. It is a very tough challenge by any standards. Even if it is successfully tackled, the Nuffield Trust reported last year that the NHS would still have a funding hole of 28bn by 2021/22 and looking even further ahead, new King s Fund research shows that on current trends, health and social care alone could consume 50% of all Government spending in 50 years time [2]. Given the pressures, it is not surprising that almost 50% of all consumers feel that over the next 12 months the NHS will get worse with front-line services being affected [3]. 1

2 There is growing evidence to show this is now the case, with stories of rationing and people being denied treatment making headlines across the tabloids as well as the broadsheets. Change is now inevitable there is simply no other way. In a recent interview with the Financial Times, Malcolm Grant the chairman of NHS England even warned that a future government will have to consider introducing new charges for the NHS unless the economy picks up although he indicated he personally would not favour this move [4]. Our research also reveals an increasing willingness on the part of consumers to take more control over their own future. This will almost certainly openup greater opportunities for supplementary healthcare and related products and services. This is especially so in the mass market where for many customers full Private Medical Insurance (PMI) is less widely available due to cutbacks in employer provision or is simply not a financially viable option, with the squeeze on household finances. FirstAssist is responding to these changes with a programme of new product development to equip its partners with an expanded range of health and accident products and services to meet mass market customers emerging and ever changing needs to gap fill areas of NHS provision. An increasing consumer acceptance that the NHS has to change We know that many consumers find themselves in a very difficult and uncomfortable emotional place with the NHS. There is no doubt that the public are proud and protective of the NHS, a 2

3 fact reinforced by a recent MORI poll in which it revealed the NHS to be the number one area the public want protected from the cuts [5]. There is huge goodwill and trust in the NHS to deliver when it really matters; for life threatening or serious conditions. Yet, at the same time, the public are beginning to wrestle with the inevitability that services are going to have to be reduced or in some cases charged for if the NHS is going to stand a chance of achieving the cost savings, as well as tackling the longer-term funding challenges with an ageing population, rising costs of medical advances and of course, addressing the cost of increasingly unhealthy lifestyles. Whilst the public still passionately believe in the basic principle of a national health service which is free at the point of need, a recent study published by the King s Fund and Ipsos MORI reiterates the growing acceptance that public finances can only go so far and that the NHS should introduce payments for some services [2]. The study [2] also shows there is some support for cutting public funding for treatments not perceived to be clinically necessary. We too have found out that people feel that cosmetic treatments, such as tattoo removal, cosmetic surgery reversal and weight loss surgery should no longer be funded by the taxpayer [3]. A growing appetite for supplementary products and services One of the major findings of our research through YouGov is the extent to which consumers would be prepared to consider purchasing products or services that provide access or cover to address concerns they have about NHS provision. The question specifically excluded full Private Medical Insurance (PMI) cover as an option to ensure the responses were not biased by this. This level of interest is not surprising given the scale of the changes, media spotlight and the strong consumer desire to make sure their health, wellbeing and day-to-day needs are all looked after. This is particularly so for those with dependent families and at older ages, where the pressures of NHS reforms is strongly felt. 3

4 According to Mintel [6], around 27% of the UK population already have some form of health insurance. Of this, 16% have Private Medical Insurance (PMI) with a further 5% owning Health or Hospital Cash Plans. Ownership levels of PMI are concentrated within the higher net worth segment (household incomes above 50,000). This segment of the market is generally well served through workplace provision and by advisers. The other end of the market (C2D) is typically served with supplementary budget health products (which cover accidental death, disability and hospitalisation benefits). The primary opportunity is to therefore extend the range of supplementary health and accident products for the mass market around 40 million people in total. Market potential Mass Market A (4%) Higher managerial, administrative and professional B (22%) Intermediate managerial, administrative and professional C1 (29%) Supervisory, clerical and junior managerial, administrative and professional C2 (21%) Skilled manual workers D (15%) Semi-skilled and unskilled manual workers Highest level of PMI ownership Around 40 million of the UK population The primary market opportunity for those who generally cannot afford full blown PMI Require simple affordable health, life and accident products E (8%) State pensioners, casual and lowest grade workers, unemployed with state benefits only Approximate average net annual income for the chief income earner A - 37,500; B - 30,000; C1 20,000; C2-18,000; D - 15,000: E Source: National Readership Survey data 4

5 Consumers are especially worried about diagnosis of medical conditions Our research shows that one of the top three consumer anxieties about the NHS today is the time taken to get a medical condition diagnosed, with 30% of the respondents worried about this [3]. It is the aspect most likely to lead to areas of dissatisfaction and is one of the major concerns people have when they consider the impact of the spending cuts on services. With mounting consumer concern about increasing NHS waiting times, FirstAssist has introduced Priority Diagnostics Plan for individual customers buying outside of the workplace. This timely extension to our product range equips customers with the means to be more in control of their healthcare and delivers them peace of mind when it s most needed. Leading the way with new products and services FirstAssist continues to innovate with an exciting range of new health and accident products, helping partners extend their customer propositions, deliver increased value to them and in the process, generate new sources of revenue growth. This year we ve also added Critical Illness Cover to our growing suite of health and accident products. This offers customers a tax-free lump sum pay-out that relieves the financial burden if they are diagnosed with one of the main six critical conditions such as a heart attack, stroke or cancer. Most importantly, it comes with a fast and simple application process, without the need for a medical examination or GP referral, making it an ideal product to offer to a mass market audience. [1] The Telegraph, 15th April 2013 [2] Health Insurance Magazine, 17th April 2013 [3] Exclusive FirstAssist research conducted by YouGov, February 2013 [4] The Guardian, 17th April 2013 [5] The Guardian, 3rd December 2012 [6] Mintel, Private Medical and Health Cash Plans UK (August 2011) To find out more, please contact Jody Baker, Head of Business Development on or us at corporate.info@firstassistinsurance.co.uk 5

6 For over two decades, FirstAssist Insurance Services has been a silent partner in our markets working behind many of the UK s largest brands. We deliver specialist and bespoke white-label insurance solutions which generate many millions of pounds of additional income for our clients each year whilst extending their customer propositions. In that time, we have built an enviable reputation as one of the UK's leading providers of white-label solutions across our core areas of insurance expertise: travel, protection, health, life, accident and legal protection. Driven as a specialist business by an entrepreneurial, commercial management team, we provide a unique range of products and flexible marketing solutions for banks, insurers, affinity organisations, corporations, intermediaries and small and medium-sized enterprises. FirstAssist Insurance Services was acquired by Cigna in November 2011, which further enhances our capabilities with access to a broader range of health, life and accident products and the benefits of Cigna s global expertise and infrastructure. We provide award-winning levels of customer service to nearly three million customers. With over 160 individually tailored schemes through major UK brands, we know one size does not fit all. From the commercial arrangements to the regulatory relationship, from a full service stand-alone product proposition to wholesale risk provision, we will custom-design the perfect solution to meet your customers and business needs. insurance services FirstAssist Insurance Services Limited, Marshall s Court, Marshall s Road, Sutton, Surrey, SM1 4DU Registered in England & Wales No Authorised and Regulated by the Financial Services Authority FirstAssist Insurance Services Ltd is part of Cigna.

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