PruHealth has made a number of changes to its PMI products.
Changes to PruHealth's PMI cover include:
• All customers who take an annual Vitality Healthcheck, which confirms they have been nicotine free for at least three months (cost £15), will receive cash back every three months thereafter, up to 15% of their annual policy
The more an individual engages with Vitality and the higher their Vitality status, the higher the cash back awarded. It is available to individual, SME and Corporate customers. This move supplements the 75% off Allen Carr's Easyway to stop smoking session already offered.
• PruHealth has launched Bariatric surgery (gastric band, gastric bypass etc) cover.
Cover is available for corporate and SME clients with 20 employees or more.
Members will be required to co-pay 25% of the retail price for the package of initial consultation and following treatment.
• Cover for corporate and SME customers will be extended to other health issues requiring corrective surgery, including port wine staining of the face, otoplasty (resizing or reshaping ears), breast reduction and Gynaecomastia (excess breast tissue in males).
Members will be required to co-pay 25% of the retail price for the package of initial consultation and follow-up treatment.
• PruHealth has introduced a package of cover for personal care assistance to help people recover in their own home. This includes help such as getting in and out of bed, bathing and showering, cooking, cleaning and laundry. It is available to all individual, corporate and SME members following an assessment of their needs.
Neville Koopowitz, chief executive at PruHealth, said: "The market is steadily shrinking because many potential customers do not see the value in PMI.
"Despite this we believe there is huge market potential but there are three key trends that need to be addressed, which our new changes are designed to correspond with.
"The PMI proposition is being eroded by attempts to control costs when we should be innovating and extending cover rather than cutting back and limiting it.
"The disengagement of the silent majority of PMI customers needs to be addressed as they are not getting value from PMI products, they present a health risk for the future through unhealthy lifestyle behaviours and if they leave, the risk pool becomes unsustainable."
