Reorientation of services focusing on active health management and disease prevention
Traditional health insurance is about paying the bills when things have gone wrong. This is a vital service, but it overlooks the importance of maintaining health and well-being wherever possible. A series of product innovations strengthened the organisation’s health management credentials – for example, through the ‘capitation’ business model of its subsidiary Denplan, which incentivised outstanding oral hygiene or through occupational health services, which identified employees at risk of future health problems. The benefits of this strategy were shared between individual customers (better health), employers (reduced sickness absence) and the insurer (lower claims frequency).
