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Helping your B2B clients and sandwich generation

Published: 08 Jun 2015

PMI: helping your B2B clients and the sandwich generation

Small businesses and their sandwich generation employees

Right, time to tackle a different view point… to business.

I’ve focused on individual consumers and private medical insurance (PMI) in my previous blogs about ‘time’ and ‘cost’ – however you may have a number of business clients that you provide advice to on a B2B level.

These clients could be business owners, HR staff of an SME (small to medium sized enterprise) or even professionals in executive roles within a small company wishing to have peace of mind that they will have prompt access to treatment should they need it.

Some of these clients will also fit into the sandwich generation and will have additional pressures including time and financial - and health will be highly valued in order to be able to juggle work and family commitments.

Balancing family, health and work

The sandwich generation, typically between 45-60 years old, most probably feel pressurised from a number of commitments such as work and family. Your business clients should not delay in taking the right action to look after the health and wellbeing of their sandwich generation employees.

Looking after three generations both time-wise and financially can be a difficult task – but with PMI in place your client’s employees can avoid waiting lists, ensuring that time is spent on those who need it the most – supporting their families. Moreover, by shortening the time they’re injured or ill off work, this will ultimately help to lower absenteeism from the workplace.

Health provision for indispensable employees 

It’s possible that your client’s employees in the sandwich generation may be regarded as key personnel – whether that’s in terms of wealth of experience, managing a large team or even holding an executive position within the company. Therefore, looking after their health and ultimately reducing their absence is imperative for the productivity of the business.

In a micro business or an SME, it’s even more critical that key staff are kept healthy and productive as it could potentially adversely affect the business’ status or profitability.

Furthermore, for your clients who are sole traders and feature within the sandwich generation, being off work due to illness or injury could have a greater, negative roll-on affect on their family in terms of financial pressures.

PMI can be used to provide peace of mind for these clients, who will be able to choose treatment at a time and location convenient to them – meaning they can fit it around business requirements and family commitments.

Retaining the best

As well as productivity for your business clients, PMI can be a component of a fantastic workplace benefits package.

Keeping hold of the high calibre professionals within an organisation may be a tough task. This is where PMI could be used as a well-regarded benefit to retain those health-conscious sandwich generation employees.

This also demonstrates that their employer values their contribution to the company and wants to actively look after their health and wellbeing.

Attracting new talent

For any potential new recruits that fall within the sandwich generation, presenting PMI on a job description as an added workplace benefit could really motivate them to apply for a role within your clients’ company – and even be seen as the deal breaker against any similar organisations that don’t offer PMI.

Supporting your sandwich generation clients

Hopefully you have read my previous sandwich generation write-ups. The first where I explored the theme of ‘time’ – PMI and the time-pressured sandwich generation – discussing how your clients should be looking after their health now, and not putting it off.

The second, I delved into the gritty subject of ‘cost’ – PMI: how to confidently tackle conversations about cost – to which I talked about getting your sandwich generation clients to consider the value of PMI rather than the cost of cover.

For more information on the sandwich generation, including access to a number of useful resources to help you have more effective conversations about PMI with your clients, visit the New Thinking area on HealthcareZone.


Nick Reynolds, PMI Sales Director

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