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GuideWell is Aviva’s open referral private medical insurance (PMI) policy for large corporates, that puts the needs of their business and their employees, first.

Since the introduction of the NHS Choose and Book system, we’ve seen a steady increase in the number of people receiving open referrals from their GPs: recommendations for more investigation or treatment, without actually naming a hospital or a specialist.

Utilising an open referral claims pathway and our innovative BacktoBetter service, which we launched in May 2013, helps us manage our claims costs and so we are able to offer more affordable and sustainable PMI. We will never compromise on the quality of care being offered to members and our clinical expertise informs every aspect of our work, from monitoring claims to managing our relationships with care providers.

What are the benefits of GuideWell to your clients and their members?

Demonstrating our breadth of knowledge & experience

With over 5 years experience administering open referrals, Aviva has built up an extensive knowledge of how to best manage and support these types of claims.

20% of all new claims across our entire portfolio come to Aviva with an open referral

We currently cover 26,500 lives on our GuideWell policies

Our Specialist Finder tool has now been live for over a year and continues to evolve with client demand and intermediary feedback

Providing access to a wealth of high calibre specialists

We include over 16,000 specialists who operate in hospitals across the UK

Our Specialist Finder tool includes 49 sub specialities and we're working to increase this number

We only recognise specialists who have undertaken the required procedure, with an Aviva member, at least 3 times in the last 2 years

Presenting choice to your members

GuideWell members choose their preferred location for treatment by selecting a postcode of their choice - whether near their home or work

Ensuring realistic travelling distances

With GuideWell, we aim to locate a specialist and hospital appropriate for our members medical needs, within a 25 mile radius of their chosen postcode.

On average, our customers travel between 9-10 miles outside of London & between 5-6 miles within the London region to their treatment location

Offering flexibility to our clients

We understand that your member preferences may differ, which is why we offer our clients the choice to select both Optimum and/or GuideWell for different staff categories under one policy

Streamlining the customer journey

With Aviva's direct booking service, we ensure a seamless customer experience. We can pre-authorise members treatment and book their appointment, with most major hospital suppliers, at the same time

Promising benefits as standard

Looking forward over the coming year, we will further develop our GuideWell product by;

Increasing the number of sub-specialities, so we can increase the number of customers we can support through their claim

Further developing the ability for members to share their feedback

For more information call our healthcare sales consultants now -

National Accounts

Telephone: 0800 0014 272

Email :

WC01432 12/2014

Dr Doug Wright, Medical Director, speaks about Aviva's views on open referral

Can we help you?

Think of us as part of your team. For help or queries, call us on:

Sales Support:

0800 0014 272

9.00am – 5.00pm, Monday – Friday

For policy quotes, please email:

Calls to and from Aviva may be recorded and/or monitored.