Healthcare intermediaries have called for cash plan providers to offer greater product innovation and provide more training on the market.
They also noted increased take-up of cash plans and noted that commission levels were not a significant factor in deciding which provider to choose while they were almost equally as likely to choose a product based on price as features.
According to a survey by Health Shield of healthcare intermediaries, 98% said that innovation and an appetite to continually develop products in line with market forces are important factors for health cash plan providers.
An overwhelming 86% also urged providers to give greater support, including training and increased day-to-day sales contact.
This, they said, would help improve sales conversions.
And a similar figure (89%) revealed they had witnessed an increase in their cash plan portfolio during 2010/11.
However, respondents appeared split on the importance of commission, with 58% saying that commission levels are not a major factor in choosing a health cash plan provider for a client.
They were similarly split on how to choose a plan for corporate clients as 52% agreed that price was more important than product choice.
Philip Wood, executive director of sales and marketing at Health Shield, said the survey results of the survey of 1,000 intermediaries came as little surprise.
"But they cement the importance of remaining focused on product development to meet the exact needs of our members and clients," he said.
"We constantly strive to meet our members' needs and as a non-profit making society, intermediaries have a vital role to play as we constantly assess and adapt to the changing landscape."
