Word of mouth beats advertising for PMI business - National Friendly


Word of mouth is most effective in securing new Private Medical Insurance (PMI) business for IFAs, according to National Friendly.

A consumer survey conducted by the health insurer found 55% of people looking at buying PMI, choose their IFA based on the recommendations of a friend, colleague or legal professional. In comparison, only 8% of people select an IFA after seeing an advertisement, and just 2% of people are influenced by a marketing promotion. In addition, 78% would prefer to receive guidance from an IFA in person, as opposed to over the phone or by post or email. The statistics show that, when purchasing PMI, customers are looking for trustworthy advice from a person who they can speak to directly and disc...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes



Already a Professional Adviser member?


More on Individual

Bupa launches new patient helpline

Bupa has launched Bupa Anytime HealthLine, a helpline providing 24 hour, unlimited medical advice and information from a team of GPs and nurses.

clock 24 January 2012 •

Freedom Healthnet widens age limit

Freedom Healthnet has upped the age limit for clients wishing to purchase its private medical insurance (PMI) plan.

clock 16 January 2012 •

Brokers approve cancer cover moves

Medical insurance brokers have applauded moves by private medical insurance (PMI) providers to remove the limits on cancer coverage for many standard polices.

clock 10 January 2012 •