Whether or not you support Health Secretary Wes Streeting’s assertion that the NHS is “broken”, there is little argument that the service faces continued pressure on a number of fronts.
In England, the latest official data shows that the number of cases awaiting non-emergency treatment stands at over 7 million. While this is slightly lower than the peak registered in 2023, it remains well above pre-pandemic levels, when it was below 5 million.
Various other data points can be used to build out the picture of a struggling system, and there are signs that this message, having been repeated for a number of years, is having a fundamental impact on the choices people are making when it comes to accessing healthcare.
Indeed, one in eight Britons surveyed in 2023 said they had used private healthcare for themselves or a member of their immediate household in the past year, and a third of those said they were doing so for the first time. A greater number (27%) said they considered private treatment ahead of the NHS but ultimately decided against it.
Growing appeal
Moving into 2024, the appeal of private healthcare has continued to embed itself among the wider population, with the number of people choosing to pay for hospital care in the UK 30% higher than before the onset of the pandemic.
Looking more closely at the data, however, it is clear that this appeal is particularly strong among younger generations. This is in spite of the fact that healthcare services are generally in higher demand among older people and in the context of private healthcare being historically associated with individuals from a wealthier, older demographic.
The Independent Healthcare Providers Network characterises these findings as evidence of a ‘generational shift’ in attitudes and usage of private healthcare among younger adults between 18 and 34 years of age. In its Going Private 2024 report, the network characterises this age group as being generally more likely to have accessed private health services, more willing to consider using them, and more positive about the sector overall.
Asked whether they would consider using private healthcare, more than three-quarters of respondents (76%) aged 25-34 answered ‘yes’. And while the majority of those aged 65+ also responded positively, the proportion was notably lower at 58%.
Motivating factors
There are likely to be multiple drivers behind this shift, but a key factor is the increased awareness and engagement in health matters among younger generations. While there is a great detail of nuance within cohorts, it is generally accepted that Millennials and Gen Z adults are more health-conscious compared with the post-war Baby Boomers and members of Generation X.
Equipped with a more health-centric set of priorities, younger people might therefore be more likely to seek out opportunities to access proactive diagnostic tools and also to value getting rapid access to post-diagnosis treatment − a core benefit of private medical care.
As digital natives, younger people might also be more naturally inclined to embrace the technologies that are often a feature of non-traditional healthcare options. Accessing consultations with medical professionals or counselling services via a mobile or laptop, for example, might be less of a barrier and more likely to be viewed in terms of its convenience.
Finding a scheme that fits
Cost, of course, also plays an important part in this equation, which is why private medical insurance is frequently cited as one of the leading employee benefits for younger workers. This takes into account the fact that employer-paid cover can typically carry a ‘cost’ as a taxable benefit in kind.
For employers, the challenge is to match this demand with the right type of provision. This underlines the important role that brokers and advisers can play in helping organisations shape a scheme that fits with the demographic of the company and also provides support in terms of communicating the offering – and its value – to staff.
When these elements are all in harmony, the benefits can be felt by all. Indeed, the majority of younger employees understand that accessing private healthcare brings advantages both for them as individuals and also for their employer. Two-thirds (66%) expected that better access to doctors would lead to them taking less time off work and three-quarters (76%) said it would lead to improved productivity.
Such positive sentiments are likely to be echoed by employees of all ages. However, there is growing evidence to suggest that the choices and opportunities that come with access to private healthcare are making it a benefit with increasingly youthful appeal.
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