Word of mouth beats advertising for PMI business - National Friendly

Word of mouth is most effective in securing new Private Medical Insurance (PMI) business for IFAs, according to National Friendly.

A consumer survey conducted by the health insurer found 55% of people looking at buying PMI, choose their IFA based on the recommendations of a friend, colleague or legal professional. In comparison, only 8% of people select an IFA after seeing an advertisement, and just 2% of people are influenced by a marketing promotion.

In addition, 78% would prefer to receive guidance from an IFA in person, as opposed to over the phone or by post or email. The statistics show that, when purchasing PMI, customers are looking for trustworthy advice from a person who they can speak to directly and discuss their PMI needs with.

Ian Talbot, head of commercial distribution at National Friendly, says: "We were keen to find out exactly what the deciding factors are for customers when they look to buy PMI through an IFA. The results of the research reiterate the fact that PMI is very much an emotive purchase and that new customers prefer to speak to a trustworthy adviser, in person, when discussing their healthcare cover options.

"IFAs should take comfort in the fact that maintaining excellent customer satisfaction standards is still an effective way of winning new business and that their existing customer base is the key to bringing new business in."