Industry backs plans to promote private healthcare in the UK
An ongoing PR initiative to raise awareness about private healthcare in the UK is underway. The campaign will see 20 representatives from the top 10 health insurance companies and major hospital chains working alongside specialist brokers to help promote the need for private healthcare.
The project was instigated by the Association of Medical Insurance Intermediaries (AMII) with the aim of increasing public awareness about private healthcare provision in the UK, particularly in its supporting role to the NHS. It hopes to raise awareness of the value of health insurance in all forms as well as the importance of independent advice in this specialist area.
A task force has been established to make suggestions on how the private sector can raise its profile and better inform consumers. Yet, those involved are keen to stress it is not a marketing initiative to increase private medical insurance sales.
Paul Brantingham, executive committee member of AMII, who is helping spearhead the initiative, said: "We want to present facts rather than opinion and emphasise the affordability of the healthcare sector. Our plan is to make all healthcare consumers better informed."
The private healthcare sector has traditionally shied away from publicity because of the fear that it could be seen as being in direct competition with the NHS. However, Brantingham hopes the initiative will help to dispel any myths and instead, highlight the importance of a public and private partnership.
"There is a misconception that the NHS and private healthcare sector are in competition with one another, and we need to show that it doesn't have to be that way. If the private healthcare sector dissolved tomorrow, the NHS would buckle under the strain and people don't understand this. There is a synergy and support system in place that most people are not aware of," Brantingham said.
Howard Hughes, sales and marketing manager at BCWA - one of the insurers involved in the initiative - is positive the campaign will succeed.
"Healthcare is set to become a political issue over the next few years and our objective is to ensure the private health sector has a fair say," Hughes said.
