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PruHealth launches new Personal Healthcare plan

19th January 2011 Print

PruHealth, the innovative health insurer that pioneered rewarding healthy behaviour, is to launch its new Personal Healthcare plan on 01 March 2011, providing comprehensive and flexible cover for individuals.

This is the first product launch from the new PruHealth business since the acquisition of Standard Life Healthcare in August 2010. It builds upon the core strengths of leading service delivery, product innovation and wellness to create a flexible healthcare solution for individuals.

Neville Koopowitz, CEO at PruHealth, said: "This is a very exciting time for PruHealth. We strive to be the best health insurer in the UK and our new range of plans are a major part of achieving that goal.  We have worked with and listened to our customers to ensure the new product meets their health and wellness needs and is supported by award-winning customer care and full transparency."

Structured flexibility

The Personal Healthcare plan offers a comprehensive range of options that puts individuals in control, with the ability to create a plan suitable to their needs and budget. Starting with ‘Core Cover' customers can then choose from a menu of Cover enhancements, excess levels, hospital lists, and underwriting options to build the product that best suits them.  The result is a plan that's unique to the individual and which has the flexibility to be altered each year if their needs change.

Full Cover

When PruHealth says ‘Full Cover', it means exactly that. Where a member has chosen a ‘Full Cover' option on the Personal Healthcare plan it means they will get access to the latest drugs and treatments available. They will have no specialist fee limits and their costs paid in full if included on the plan. Customers can be confident there will be no unexpected shortfalls.


PruHealth has responded to the widely held customer perception that the insurance industry uses small print to get out of paying claims by introducing its new ‘Cover Check' commitment. Customers should look out for the ‘Cover Check' icon which will highlight any important details they should pay extra close attention to when making a decision about their level of cover.


Members' wellness remains central to the proposition. Through ‘Core Cover' all members will benefit from access to PruHealth's Vitality programme which includes activities and partner discounts that help members get and stay healthy. By completing the online ‘Health Review' assessment, members can discover their ‘Vitality Age', reflecting overall health and wellbeing, and set goals on how to improve their health and fitness. Other activities include downloading healthy meal plans, using a pedometer and attending discounted health screenings. Those who take part in the Vitality programme will earn ‘Vitality Points' which contribute towards a cash-back payment in the third year, if the individual has reached Silver status or above.

People looking to boost their healthy activity can select Vitality+ as an additional enhancement. Vitality+ focuses on two key areas that can help improve health - exercising and eating well. Members will benefit from reduced gym membership fees of up to 50 per cent at Virgin Active and LA Fitness. Furthermore, as eating well is just as important as exercise, PruHealth has enhanced its Vitality partnership with Sainsbury's. When members buy from a range of healthy foods from Sainsbury's - not only fruit and vegetables as before - they will earn Vitality Points  as well as five times the usual number of Nectar points for their healthy food choices.

Leading service

PruHealth has made a commitment to UK servicing, with all telephone claims to be handled by its knowledgeable and UK based customer care team. Members will always be able to reach someone 24 hours a day, providing further peace of mind.

For more complex claims, such as cancer, all members will be directed to PruCare, a managed care team of highly-trained nurses and experienced case managers who will give their claims the extra care and attention that is appropriate.

Neville Koopowitz, CEO at PruHealth, continued: "Through our commitment to transparency there will be no hidden surprises for new or existing customers. Many individuals don't realise they aren't fully covered until they experience a shortfall, by which time it's too late. When we say ‘full cover' we really mean it and customers won't be left out of pocket.

"Wellness and Vitality is at the heart of what we believe in. Finding a way to motivate change in lifestyle is the biggest hurdle we face as a society but using incentives to encourage people to look after their health and wellbeing is an extremely powerful motivator."

Original PruHealth and Standard Life Healthcare plans and members

Up until 28th February 2010 PruHealth and PruHealth Previously Standard Life Healthcare will continue to sell the existing healthcare plans for the two businesses. Existing policies will be serviced in exactly the same way before the acquisition to provide continuity and avoid confusion. PruHealth plan to start offering the new plans to existing policy holders later in 2011.

All customers on the above plans will be contacted and made aware of any planned changes when their policies are due for renewal.

Customers can now purchase PruHealth via an Independent Financial Advisor (IFA), directly via PruHealth's direct sales team or online.