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Perception of healthcare is evolving
The private healthcare industry has seen a significant rise in patient demand over the past year. This is true across a number of areas, from primary care to diagnostic services and specialist treatment. In recent times, people have become more switched on when it comes to looking after their health.
At the same time, record NHS waiting lists of 7.75m patients mean more people are turning to private healthcare: in Q1 2023 the Private Healthcare Information Network reported 227,000 private admissions, the highest ever since it began its reporting.
There’s been a real shift in how customers perceive healthcare, with societal awareness meaning more people are seeking support for a wider variety of health concerns. People are wanting more holistic services such as men’s and women’s health, mental health and musculoskeletal health.
At the same time more people are accessing services digitally, a trend which has seeped into many aspects of our day-to-day lives. AXA Health’s national survey data shows that 75% of members are confident using digital tech for their health and wellbeing.
As a next natural step, lots of members expect the digital convenience of choosing how and when they access their healthcare, from speaking to a GP or therapist via video, to starting a claim online. At AXA Health, it’s about providing choice, so customers have more control when it comes to accessing the services they need.
The benefits of private healthcare don’t necessarily start at the point a member makes a claim. At AXA Health we’ve worked hard to provide a holistic offering to members. 46,000 members contacted our 24/7 health support line in 2022, receiving around the clock health advice and support from nurses and counsellors. Similarly, over 24,000 people have taken up gym discounts since we launched these in 2021 to support people with their whole health.
Supporting clients with the right solutions
One size doesn’t fit all, when it comes to private healthcare solutions. With the shift in customer demand, behaviour and expectation, we’re working evermore closely with brokers and advisers to offer solutions that work for their different clients. When it comes to businesses, more employers are looking to support their people with private healthcare, but there’s still more to be done, with only 14.5% of SMEs currently offering private healthcare to their employees. From an employee point of view we know that private healthcare is valued: private healthcare now ranks above other well-known benefits such as increased pension contributions.
We also know from the 2023 AXA Mind Health Study, that employees are three times more likely to thrive if they work at a company that offers good mental health support. More people are looking for choice and prevention and turning to private healthcare as a result at an individual level, too.
We’ve a range of products and options to suit different needs, from choosing the right hospital network coverage, to selecting the relevant options such as therapies, outpatient, or mental health. Having a conversation with clients about their healthcare needs is the best way to explore the right solution for them. Our AXA Health account management team are here to give brokers the support they need with selling healthcare cover, and I’d encourage anyone looking to add healthcare cover to their portfolio to get in touch.
Tim Newman, Head of Intermediary Management
Find out more about working with AXA Health at axahealth.co.uk/intermediaries/amplify/supporting-you