The pandemic has left its mark on the country in the form of unprecedented wait times for NHS treatment or to see the family doctor.
It has also created a revolution in the way we work as lofts, kitchens and bedrooms have transformed from living quarters into office space.
But this particular genie is out of the bottle and there does not appear to be any signs of pushing it back in as employers have a much better understanding of hybrid working, the benefits it can bring and the ailments associated with working from home.
Both employers and employees now know what they want from wellbeing services and providers are having to adapt offerings accordingly.
And while this has inevitably led to services increasingly going digital to cater for hybrid workers, there are indications employers are also seeking to tailor services to recruit and retain more diverse workforces.
The rise in all things digital
“Over recent months, the rise in all things digital has definitely been making a huge impact on employee wellbeing services,” Charlie Cousins, owner of Hooray Health & Protection, says.
“Whether that’s online platforms, digital portals, wellbeing apps – it really highlights how more and more employees feel better when they are in control of their own health and wellbeing and can understand their health needs.
“I think giving the opportunity for staff to manage their own benefits and the wellbeing services they want to fit with their specific lifestyle needs is going to keep on growing in demand over the next year.
“Recognising that each member of your team has different needs or requires different levels of support is the way towards successful wellbeing services.”
This is backed-up by WPA which highlights the way customers engaged with its services has changed.
The insurer revealed more and more customers are using its health app, while more care is being delivered remotely as companies broaden benefits to a wider audience to include those who would not traditionally be included on a corporate healthcare scheme.
Pros and cons of hybrid working
But employers have also had to adapt to non-traditional ways of working. As a result Marcia Reid, non-executive director at Sherwood Healthcare, contends that in the wake of the pandemic, employers have a much better understanding of the pros and cons of hybrid working.
According to Reid, while home working has enabled some people to gain a better work-life balance and cut commuting costs, the isolating effect for those workers who live alone can be significant.
“As advisers, we should first educate clients and their members on the wellbeing services that are integral to their existing healthcare and protection policies before they plan to invest in additional services that they may not need,” Reid tells Health & Protection.
“Of course, these policies are often only offered to senior employees so it is vitally important that any new wellbeing services or measures to assist with the cost of living such as cash plans must be offered to all employees,” Reid continued.
And with these new demands has come a “plethora” of new wellbeing services from providers. But this brings with it a different set of challenges, Reid adds.
“The challenge is separating the nice to have from need to have. Apart from the challenges of remote working, there is an ageing workforce, still employed due to the extension of the state pension eligibility some years ago,” she continues.
“Keeping track of the new wellbeing offerings is a challenge for employers and an opportunity for advisers to provide valuable guidance. Investment in employee wellbeing is normally money well spent but it is important for individuals to take some responsibility for their own health and wellbeing.
“With this in mind – probably one of the most effective wellbeing services an employer can offer is targeted signposting for employees, so they are aware of the full range of support available both in the public and not for profit sector.”
Employer responsibility for mental health
Mental health has been a hot topic which was thrust into the spotlight with the pandemic.
Insurer Vitality confirmed it has seen “more people than ever” looking for or accessing therapy for mental health through its health insurance – a trend which continues when looking at its corporate partners and the needs of their workforce.
“We anticipate this growth in demand to continue with the impact and aftermath of Covid continuing to take its toll, alongside additional pressure from the cost of living crisis,” the insurer tells Health & Protection.
“This is one of the reasons we’ve taken steps to make access to mental health support more accessible than ever, removing underwriting restrictions for in-network talking therapies, such as cognitive behavioural therapy (CBT) and counselling to provide greater access to support and vital treatment for more members.”
Focus on value-based products
And just because an employer may prove resilient amid the cost of living crisis, it does not necessarily follow that the same can be said of their staff, according to Steve Ellis, associate director at Prosperis.
“I was sat with a chartered accountant, and we discussed the cost of living crisis in the context of their own business and their clients,” Ellis reveals.
“Within their own business, they are insulated from the financial problems as clients still need their VAT returns and such finalising, however, their staff are not and to help they have increased the cashplan benefit to ensure people maintain key aspects of their health.
“This is a very focussed conversation around prevention being better than cure with a clear focus on value for money. This means we need to look at value based products like the cashplan for more employees. These help provide tangible day to day benefits.
“Perhaps not enough is being done to help the home or hybrid workers. I am starting to see some recognition of this with an emphasis on musculoskeletal and the longer-term issue this may have on other ailments.”
Implications for the war for talent
It also appears future demand for services will be dictated by a range of needs – not the least the need to hire and keep hold of talent.
Axa Health tells Health & Protection that PMI and wellbeing support services help create good wellbeing cultures and attract and retain employees, while education and support for staff can help build on the relevant products to help create positive and inclusive behaviours.
Vitality agrees, adding diversity and inclusion continues to be an expanding discussion point with employers and providers.
The insurer adds that it anticipates that as the cost of living crisis continues, employers will need an inclusive and integrated wellbeing strategy that is made clearly visible to staff and that can be personalised or tailored to their organisation.
But ultimately, employers should be providing a balance of wellbeing services evolving from employee need and tried and tested health and protection policies, Hooray’s Cousins concludes.
“Of course, the classic health and protection policies are still incredibly popular among employees, so employers are still having a demand for offering the likes of business health, group critical illness, group income protection,” Cousins says.
“However, employers also must be ensuring they are providing flexibility and adaptability to their staff to help alleviate the stresses that the pandemic and cost of living crisis have brought.”