Press releases
Pruhealth Vitality Index Reveals Consumers Expect More from Their Pmi Providers
- 81 per cent of British adults believe PMI providers should help members manage and improve their health
The PruHealth Vitality Index a major study published today, reveals that eight in ten (81 per cent)* British adults believe it is important for private medical insurers to help members manage and improve their health. The Index – which will be repeated on a biannual basis to track the nation’s health trends and attitudes – provides a comprehensive analysis of general health and wellbeing in Britain.
The report 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 (69 per cent) believe they are currently in a good state of health, however, 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 (47 per cent) describe their fitness levels as ‘good’.
Half of British adults would like to do more exercise (49 per cent), and more than a third (37 per cent) would like to improve their diet, but the cost -real or perceived -associated with making these positive lifestyle choices is preventing action being taken by a significant proportion (60 per cent). It is perhaps unsurprising, therefore, that customers are looking for more than just medical cover and are seeking advice, discounts and incentives alongside their policies. Eighty one per cent of consumers 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. Ideally consumers are looking for:
- Discounted premiums for non-smokers (57 per cent)
- Discounted health screenings (50 per cent)
- Discounted gym membership (49 per cent)
- Rewards for engaging in healthy activities (49 per cent)
- Encouragement and advice on leading a healthier lifestyle (43 per cent)
- Advice on lowering stress levels (42 per cent)
Looking more closely: of the 35 -44 and 45 – 54 age groups, non-smoker discounts resonate well with both as a reward for good behaviour (57 and 53 per cent respectively). However, these age groups also want help monitoring their health, with 57 per cent of 35 -44 year olds saying that offering free fitness assessments is one way insurers can help their customers manage and improve their health, and 50 per cent of 45 -54 year olds saying that discounted health screenings are another way.
Shaun Matisonn, CEO of PruHealth said: “It is clear that 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.
“The report reveals time and cost are the key barriers to following a healthy lifestyle. For half of Britons (50 per cent) their busy day-to-day lives simply get in the way, and the added expenses associated with health and fitness is something many people feel they cannot afford (60 per cent). This shows that 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.”
For full details log onto www.pruhealth.co.uk.
The information contained in Prudential UK’s press releases is intended solely for journalists and should not be used by consumers to make financial decisions. Full consumer product information can be found at www.pruhealth.co.uk.
Notes to Editors
*The research was carried out on behalf of PruHealth, the insurer that rewards policyholders for engaging in healthy behaviour, by Ipsos MORI. A nationally representative sample of 3,034 GB adults were questioned online in July 2008. Results are weighted to be representative of the GB adult population.
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About PruHealth
PruHealth was launched in October 2004 as a joint venture between Prudential and Discovery Holdings from South Africa. Since launch, PruHealth has grown quickly. It now covers approximately 190,000 lives and in a sample of its individual customers, one third said they had changed their behaviour for the better because of its Vitality reward scheme which encourages policyholders to look after their health.
