Employers believe greater transparency is required from private medical treatment providers - a view echoed by consumers.
More than half (55%) of those employers who responded to a survey said the sector lacked transparency when it came to the service it offered.
The findings support the decision reached by the newly formed Competition and Markets Authority (CMA) in April to ensure greater transparency and clarity in the sector.
It confirmed an earlier decision by its predecessor, the Competition Commission (CC), to compel private healthcare providers to give greater information on the quality and cost of treatments being offered to private patients and insurers.
This should mean that employers will be able to better compare the services being offered by private healthcare providers (such as hospitals and doctors) and private medical insurers when choosing what cover or services to buy.
More than a third (37%) of the 1,081 employers surveyed by Bupa said there needed to be greater transparency with 28% adding that the sector needed to demonstrate more clearly that it could deliver the quality it promised.
Cost was also a key concern with almost half (48%) saying private healthcare needed to be more affordable and a similar 42% noted that the main barrier to offering it to employees was that the business could not afford it.
More than a quarter (28%) of companies that did not offer private healthcare to their employees would be more likely to if it was more affordable, while 17% would do so if they believed it was better value.
Bupa noted that the research also clearly demonstrated a demand for the private medical treatment, finding that of those who did offer it as a benefit, more than half (53%) said their staff considered it a standard work benefit.
Two-fifths (42%) also cited their employees' health and keeping them in work as a key reason for offering this benefit.
Bupa also conducted a similar poll of 2005 adults and highlighted those views from Generation X.
Almost half (48%) of those aged 34-55 agreed that the private healthcare system lacked openness on the service it provided.
Nearly a quarter (22%) wanted more proof when it came to the quality provided with the majority (66%) saying they'd support a rating system so they could see how well a consultant or specialist they're referred to was performing.
And more than a quarter (27%) would be more inclined to have private healthcare if there was more openness about the services it offered.
However 28% of 34-44 year olds said they would be more inclined to sign up, if there was greater clarity, compared to 20% of 45-55 year olds.
Costs were also a factor with the Generation X grouping - half said it was the main barrier to having private healthcare but 37% would be more likely to have it if it was more affordable.
Bupa has already pledged to become more forthright in its approach to negotiating with private hospital groups and other practitioners following the CMA findings.
Bupa UK managing director Damien Marmion said: "The research clearly shows a strong appetite for private healthcare from both employers and employees alike; but many are calling for lower costs and a clearer demonstration of quality from the sector."
