Avia's New Magazine

Aviva Healthcare is set to launch a new wellbeing magazine this month. This comes as a part of a growing national trend for health insurers to focus on improving health and wellbeing rather than just focusing on ill health.

The aim of the magazine, Your Wellbeing, is to position Aviva as a provider of health information not just medical insurance and will be available to their private health insurance and income protection customers.

Magazine will have a 48 glossy page spread full of health information as well as news about medical breakthroughs. It will also be encouraging people to engage with Aviva online. It will be sent to at least 100,000 customers.

Tiffany Pykett, customer communications and loyalty manager at Aviva UK Health, siad:

'We spoke to our customers and they told us that they’d like a regular health-focused magazine, so that’s what we’ve created.'

The development of the Your Wellbeing magazine is part of a recent move from Aviva to focus on wellbeing. It has introduced a wellbeing element to their policies. They can give you up to a 15% discount for having a more healthy lifestyle as part of their My Health Counts scheme. Sally Gunnel, a former Olympic athlete, is spearheading the My Health Counts scheme.

Companies, like Aviva, are following in the footsteps of PruHealth who added a new dimension to the health insurance market when they introduced their Vitality scheme medical insurance which has linked with partners in order to offer customers discounts to gym memberships and stop-smoking schemes. Vitality also offer discounted policy rates if customers join in the large range of health giving activities on their list.