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Vitality named Health Brand of the Year

Published: 07/07/2022

Industry recognition for insurer that’s ‘head and shoulders above the rest’ at health insurance innovation awards.

On 30 June, COVER announced its Healthcare Innovation Awards, which pledges to recognise and celebrate the best that the health insurance industry has to offer.

At the digital event, Vitality was named Health Brand of the Year, an award which the trade magazine gives to the provider that’s judged to offer the best proposition, while achieving brand visibility and delivering on values that build and maintain customer trust.
Vitality’s winning submission covered our vision of the future of health insurance, demonstrating that, unlike traditional PMI, we focus on providing comprehensive, end-to-end coverage of healthcare - from prevention, diagnosis, digital pathways, fast access to state-of-the-art treatment and ongoing support. And how through our Shared Value approach, we are able to generate better health outcomes back to members in a way that benefits them, us as an insurer and society.

The entry also touched upon the introduction of greater personalisation into the Vitality Programme through ‘Next Best Action’, alongside last year’s introduction of Care Hub enhancements to give members fast, seamless digital access to everything their plan offers, witnessing record engagement levels with 35,000 unique monthly visitors last year.
We were also acknowledged for raising brand awareness through high-profile sports media sponsorships and inspiring wellbeing content from our Vitality coaches, as well as our continued focus on diversity and inclusion through our ongoing support for women in sport.

Since entering the submission, we have made a number of additional enhancements to our health insurance proposition, announcing primary expansion alongside the removal of underwriting and exclusions for in-network Talking Therapies and a new Cancer Treatment Support Programme alongside a number of other cancer-related benefits. Find out more.

Shared value

Greg Levine, Managing Director, Sales and Distribution, Vitality, said: “Winning this award is further proof that our vision for the future of health insurance is genuinely improving the market and pushing it forward. At Vitality, we have turned the traditional insurance model on its head, not just delivering healthcare in the moments that matter, but by pioneering an approach to health insurance hinged on behaviour change as a force for social good. Through our Shared Value model, we introduced the concept of wellbeing and making people healthier to the market. As clients increasingly look to get more from their insurance provider and with engagement with digital pathways higher than ever, we are constantly evolving our proposition to deliver value from day one and make it quicker and easier for them to access care when they need it.”
Vitality Chief Marketing Officer, Keith Kropman, added: “This award is a celebration of the innovation and hard work that goes into our brand. We are continuing to push the boundaries of what a financial services company should look like and provide, delivering not only significant business success, but doing it in a way that makes a tangible difference to our members as they live healthier lives.”

You can find out more about our latest enhancements here.
Find out more about how indexation works and why it is a good idea for your clients, especially at this time.

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