Following launches of tiered international private medical insurance (iPMI) products in Hong Kong (January) and Mexico (February), the UK is the third territory where Bupa has launched the concept.
The launch comprises four health insurance products:
* Bupa Global Select. £1m annual limit. Covers semi-private hospital accommodation, medical evacuation, cancer and mental health treatment plus health screenings.
* Bupa Global Premier. £1.5m annual limit. Adds private hospital accommodation, optical and dental, physiotherapy, osteopathy and chiropractic plus vaccinations and dental and eye checks.
* Bupa Global Elite. £3m annual limit. Adds complementary medicine, maternity cover and repatriation. Cover for two children under age ten per adult covered can be added free.
* Bupa Global Ultimate. No annual limit. Adds extensive GP consultations and genetic cancer screening. Cover for two children under 16 per adult covered can be added free.
Across the range plans cover:
* In hospital and outpatient care.
* Health checks – focusing on prevention as well as cure.
* Mental and holistic therapies. Caring for mind as well as body.
* Evacuation so if emergency treatment is not available locally, the patient can be transferred to where the care is, and one other person can join them too.
* Treatment for cancer and other serious illnesses for as long as needed.
* Hereditary, congenital and chronic condition cover.
* Transplant and rehabilitation cover.
What They Say
Managing director Robert Lang said: “Customers told us they wanted a simple product, where the levels of coverage and price are tiered so it’s easy to choose the option they want or need, based on a clear and distinct range and scale. We listened and, today, we’re delighted to officially bring the most innovative range of premium iPMI products to the UK market.”
What We Say
"Segmentation is almost day one of any marketing course, yet we tend to still try to make a single product fit all needs. Bupa has adopted the segmentation approach here though, and started by surveying 3,000 people across six countries before embarking on its redesign – a very high level of customer research. The result is what we might call a ‘logical’ product range – just enough plans offering just enough options to meet most requirements without mind boggling multiple choices having to be made.
"That’s useful not just to customers but to advisers too, who have to know the products not just of one insurer but a range, to meet their clients’ needs.
"The new plans look to not just be logical but to have a refreshing approach to some of the language used too. Customers can clearly see what the options are and work out what they might mean in their personal situation. One can always argue that this or that benefit should be included or excluded (Global Elite includes maternity cover for example, but an individual customer may not need that) but overall the range looks to make a good deal of sense and includes wellness and mind health benefits as well as those designed to mend physical conditions."