There will need to be greater insurer consideration of real claimant needs, a care advisory service provider has stated.
According to RED ARC, the protection industry needs to provide non-financial support as well as achieving low declinature rates, more conditions covered and effective underwriting.
Christine Husbands, managing director at RED ARC, said: "The diagnosis of a serious health condition such as cancer, heart attack or stroke is undoubtedly a worrying time for an individual and everyone close to them. That is where added value services can and should come to the fore."
Sarah Fullaway, director at protection IFA Oviso, said for the firm's protection clients focus was always on quality of cover as opposed to cost.
She said: "Of course having the money is why clients take it out, but it can be very emotionally distressing. As an adviser you need to know where to draw the line professionally in what emotional support you can offer.
"It is up to the providers to support policyholders who can provide professional help. I do think they need to do more."
Fullaway hailed Bright Grey as a leader in the market. The insurer's Helping Hand service will provide clients and their families access to a personal nurse through RED ARC.
Two in five patients who completed cancer treatment in 2009 and 2010 said nobody talked them through their needs, a YouGov online survey of adults living with cancer showed.
And MacMillan Cancer Support has reported 45% of people with cancer said the emotional effects were the most difficult to cope with; six in 10 felt their emotional needs were not looked after.
Husbands said: "Rather than empty words, insurers need to do more to demonstrate evidence of truly caring for their customers, going the extra mile and demonstrating the brand values that they spend so much of their resources promoting."
