Despite further. NHS.. cuts, insurers have failed to break through the 15% “glass ceiling” in terms of market penetration that seems to restrict most health products.
Breaking the Glass Ceiling
was the theme of last month’s Health Insurance Monitor
conference, sponsored by Guardian Health. The aim was understand reasons for limited growth and look at new ways to achieve a greater market share.
The conference was attended by over 50 delegates and consisted of a series of presentations from industry experts, looking at topics as diverse as the Government’s changing roles, product design, customer relationships and advertising.
The afternoon session consisted of two workshops, looking at developments in employee benefits and the interface between private and state provision.
Andy Couchman of Health Insurance
and secretary of the Society of Fellows chaired the conference. He opened with the results of the Health Insurance Monitor
He said: “The present Government is looking for ways to reduce the welfare bill. But, and it is a serious but, we have not been that successful as an industry in achieving mass acceptance of our products.”
Professor Gerry Dickinson, director of the Centre for Insurance and Investment Studies at City University Business School spoke about Government policy initiatives on social security reform. This was followed by a talk from Peter Le Beau, head of UK marketing at Swiss Re. He took as his theme “Innovation—what this really means in the healthcare market.” He urged insurers to look at their products again in a truly innovative light. Otherwise he said, sales could remain sluggish.
James Estall, managing director of Guardian Health was next to the stand, with a talk on customer relationships. These he said, “were the key to success.”
The final talk was from Philip Evans, director of marketing consultants, Brunswick. He examined how health insurers could present their companies more effectively.
Commenting on the day, one delegate said: “The afternoon workshops were most interesting. The vision of the future presented was both stimulating and challenging.”