Price has proven to be the bigger factor over benefits when selling cash plans, advisers have said.
According to a Healthshield survey of 500 intermediaries, 70% of respondents agreed price had the most influence.
Intermediaries said the current economic climate was playing a major role in the final decision-making process when selling company-paid health cash plans.
Philip Wood, executive director of sales and marketing at Health Shield, said: "The results of the poll show that health cash plans have to offer cost-effective solutions for businesses.
"Pricing for company-paid health cash plan schemes can be managed by selecting the right level of cover for the workforce."
