For financial adviser use only. This information has not been approved for use with customers. If you are a customer please go to www.aviva.co.uk/health-insurance.

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Using behavioural science to tackle the challenges of the sandwich generation head on. Download your free copy of the book at the click of a button

Healthcare and the sandwich generation

Health and wellbeing is something that your clients value, but don’t necessarily take enough action to protect before it’s compromised. In fact, the number one concern for people in the sandwich generation is the impact getting older will have on their health.

With the responsibility of supporting and caring for elderly parents and adult children, your clients in the sandwich generation could benefit significantly from the peace of mind that private medical insurance (PMI) brings. By using the behavioural sciences insights from our New Thinking videos, guide and templates, you can better demonstrate to your clients the true value of healthcare.

New Thinking from Aviva

Our New Thinking provides you with practical hints and tips on how you can have more successful PMI conversations with your sandwich generation clients. This uses the latest insights from behavioural science experts.

Who are the sandwich generation?

The sandwich generation are essential to the success of your business, as two-thirds of your clients base could potentially fall within this generation. Here’s what you need to know:

  • Typically aged between 45 and 60
  • Often care for both elderly parents and adult children at the same time
  • They are time poor, feeling the pressure from different directions and often experience inertia when making decisions and taking action

You can also find out more about how behavioural science can help you start new client conversations about protection & retirement on Aviva for Advisers.

WC01856 09/2015

This material was first published in 2014 as part of the Aviva Sandwich Generation study. It has not been updated but is available for your reference.

Behavioural science and connecting with the sandwich generation

Behavioural science teaches us that many of our decisions and behaviours are influenced in unconscious ways by our environment and the behaviour of others around us. By showing you how to better understand the decision-making processes of your sandwich generation clients, we can help you communicate with them more effectively.

Together with behavioural science expert Professor Paul Dolan and best-selling author Steve Martin, we’ve created an exclusive new book, New Thinking: Behavioural science and the sandwich generation.

Get your copy today and discover more about how to build stronger relationships with your sandwich generation clients.

Top tips on better client conversations

Behavioural science expert Steve Martin discusses his top practical tips to have more successful conversations about PMI with clients.

Download our guide for practical information and insights on the sandwich generation and how behavioural science could help you to retain current clients and better engage with new clients.

WC01857 09/2015

This material was first published in 2014 as part of the Aviva Sandwich Generation study. It has not been updated but is available for your reference.

Expert video

Nick Reynolds, PMI Sales Director at Aviva, gives his insight on the health concerns of the sandwich generation and provides tips for having better conversations with them about their healthcare needs.

WC01858 09/2015

This material was first published in 2014 as part of the Aviva Sandwich Generation study. It has not been updated but is available for your reference.

Insights: healthcare and the sandwich generation

With the right health and wellbeing product in place, your sandwich generation clients can have the confidence and peace of mind that they will be able to access the right healthcare, at the right time, and at a time and place convenient to them.

To help you identify opportunities to start conversations with your clients around healthcare, we’ve created this handy infographic full of key facts and insights.

Download the infographic

WC01859 09/2015

This material was first published in 2014 as part of the Aviva Sandwich Generation study. It has not been updated but is available for your reference.