Aviva launch MyHealthCounts to its individual health insurance customers

Article date: 17 July 2009

Aviva today announced the launch of MyHealthCounts, an innovative health management service that encourages individuals to take pro-active steps to improve their lifestyle and rewards them with up to 15% Wellness Discount for any positive impact their efforts have on their health. The unique Wellness Discount is awarded off the customer’s next private health insurance renewal premium irrespective of whether they have made a claim on their policy.   

Designed by medical experts, MyHealthCounts contains a wealth of invaluable information including a health assessment tool, nutritional information and an online coach offering personalised advice on the steps individuals can take to improve their health and help reduce their risk of developing serious illnesses such as heart disease, stroke and cancer. Customers can also purchase a range of discounted health and lifestyle products including gym membership, kinetic activity monitors and blood pressure monitors. 

To discover how healthy they are compared to 100 other people in their demographic peer group, individuals can complete a short online health and lifestyle questionnaire to generate their "Q Score". Their personalised result and recommendations are based on their health information including BMI, resting heart rate, cholesterol level, blood pressure and lifestyle factors such as smoking, drinking and exercise.

Recognising that many people may not know their true health measurements, Aviva has also arranged preferential rates for pharmacy health checks at over 600 pharmacists across the UK. 

Customers simply book their appointment online and once they’ve visited the pharmacist, their results are automatically uploaded onto their MyHealthCounts account. If customers prefer, they can have the checks at their GP or local gym and upload the results themselves. 

Once their “Q Score” is calculated, the online coach suggests ways to maintain and improve their health. Individuals are encouraged to set realistic goals and choose their own exercise programme which could be anything from going for a lunchtime walk, joining a jogging club or taking up yoga. Customers can monitor their “Q Score” to find out how their efforts are improving their health and wellbeing and contributing to their Wellness Discount.  

 Neal Archbold, senior proposition development manager, Aviva UK Health, said: “People often associate medical insurance wellness discounts with going to the gym but we recognise that everyone is different. MyHealthCounts rewards people for taking steps to improve their health and wellbeing, however they choose to do it.

"And because we want to reward people for their efforts and understand that some medical insurance claims are inevitable, unlike other reward systems our customers  will receive up to 15% Wellness Discount irrespective of whether they have made a claim on their medical insurance policy.”

Dr Doug Wright, head of clinical governance, Aviva UK Health, adds: “As medicine evolves, we’re seeing a significant increase in the cost of some medical treatments which inevitably has a knock-on effect to future insurance premiums. Any steps our customers can take to pro-actively look after their health will offer numerous benefits to all parties.

"In addition to the financial rewards, MyHealthCounts offers some important medical benefits. With illnesses such as cancer and heart disease on the increase, it’s essential that individuals understand how healthy they are and take pro-active steps to improve any areas of concern. With access to pharmacy tests and online support and advice, MyHealthCounts helps them to do just that.”    


For further information, please contact:  
Amber Scott               
Telephone: 0238 035 9383
E-mail: amber.chable@aviva.co.uk

Notes to editors:

MyHealthCounts is initially available from 15 July 2009 to Aviva’s new individual health insurance customers and existing health insurance customers from their next renewal.

The benefit will be rolled out to Aviva’s corporate health insurance customers later on in the year to help them tackle their sickness absence costs, respond to the Government’s workplace wellness recommendations and control future medical insurance premiums.

Aviva is working in partnership with Roadtohealth to provide MyHealthCounts. 

Q Score is a trademark of Roadtohealth Ltd.

Health and Wellbeing from Aviva
Established in 1990 as the healthcare arm of Norwich Union, Norwich Union Healthcare was re-branded to Aviva in 2009. We provide a range of private medical insurance, income protection, occupational health and group life products and services that cover over 2,400,000 lives. We are one of the largest providers of income protection, group life and private medical insurance in the UK.

Norwich Union Occupation Health, a sister company of Norwich Union Healthcare, was also re-branded to Aviva in 2009. Occupational Health provides occupational health solutions and services to a wide range of industry sectors. By utilising their large fleet of purpose built mobile clinics and approved medical centres, staffed by a team of experienced occupational physicians and nursing staff, the services are designed to meet the individual needs of clients.

Aviva Health UK Limited is authorised and regulated by the Financial Services Authority and is a member of the Association of British Insurers and the Financial Ombudsman Service.

Aviva’s news releases and a selection of images are available from Aviva’s internet press centre at www.aviva.com/media.


About Aviva  

  • Aviva, the international savings, investments and insurance group, is the world’s fifth largest insurance group, serving 50 million customers across Europe, North America and Asia Pacific.
  • In the UK, Aviva is a leading provider of life, pensions, investment, general insurance and health products to more than 20 million customers.  Aviva also provides roadside assistance through the RAC.  Products are distributed through a number of channels including IFAs, brokers, corporate partners and direct to customers via the internet.
  • Aviva's UK Insurance business has a market share of around 15%, making it the largest general insurer in the UK. The business is focused on insurance for individuals and small businesses.
  • Aviva's life and pensions business in the UK has a total market share of 12% and a top three position in its key markets of savings, protection, and annuities.



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