Bupa has stated that PMI reform is not about product innovation but rather working on the supply side of the market and customer service.
Dr Natalie-Jane Macdonald, managing director of Bupa Health and Wellbeing, said Bupa was challenging clinical practise and agreeing charges with consultants to provide customer certainty.
She said, speaking about the business to consumer market: "It is not about bringing out new products. There are hundreds and hundreds available. It is a question of value."
Bupa's half year results showed a fall in revenues for its UK operations which the provider put down to "a reduction in the number of customers and an increase in the cost of claims in the UK".
Dr Macdonald said it was too soon to see the impact the removal of intermediary and direct sales of individual PMI - by taking Bupa's ClientChoice, Bupa Care, Local Care, Local Hospital Care and Essential Care products off the market - would have on business; but that it was the right decision.
She said: "It is relatively early days since we did that. But it will impact positively because the product channel was destroying value and did not make any sense.
"But that does not mean we are not still working with and committed to intermediaries in other areas."
