# Health policyholder benefits: adding value for insurance customers in years without a claim

> Most policyholders do not claim in a given year. Health policyholder benefits such as member prices on health checks, vaccines, dental care and online doctors show the value of insurance. How to design the programme, with a cost calculator.

Updated 22 October 2026 · Web page: https://hdmall.co.th/work-with-us/en/resources/policyholder-health-benefits/

**Health policyholder benefits are services an insurer or broker gives customers beyond the policy’s cover, such as member prices on health checks, vaccines, dental care and online doctor consultations, so customers get value from their insurance even in years without a claim.**

Most health policyholders do not claim in a given year. In those years they see only the premium, and when premiums rise with double-digit medical inflation, renewal becomes a decision about price alone. Benefits customers actually use every year change that, and well designed, they also steer customers to preventive care that lowers future risk.

> **Summary**
> - Choose services customers use often and value clearly, such as health checks, vaccines, dental care, eye care and online consultations.
> - Member prices from providers keep programme cost low; the insurer subsidises only services it wants used widely.
> - Ease of use matters more than the number of benefits: customers must see the price, choose a nearby provider and book in a few steps.
> - Measure usage, and compare renewal between users and non-users carefully, since the difference is not all due to the benefits.
> - Check the benefit design with compliance before launch, and share only the customer data needed, under PDPA.

## Why health benefits matter more now

| Pressure | Fact | Effect on retention |
|---|---|---|
| Medical inflation | Aon forecasts claims costs in Thai health insurance rising 14.8% in 2026 and 11.7% in 2027 | Premiums keep rising; customers compare at renewal |
| Co-payment | Standard health insurance since 20 March 2025 includes co-payment when claims meet set criteria | Some customers hesitate to use insurance for minor illness |
| Most customers do not claim | In claim-free years, customers have no contact with the insurer’s service | Nothing reminds them what the insurance is worth |

## Services to include

| Service | Why it fits | Common format |
|---|---|---|
| Annual health checks | Almost every group wants one, and it is preventive | Member price, or partly subsidised |
| Vaccines | Seasonal and age-based; clear value | Member price, with reminders before flu season |
| Dental care | Most used by younger people, often not covered | Member prices on cleaning, fillings and check-ups |
| Eye care | Eye tests, glasses and LASIK; high cost per visit | Member price |
| Online doctor consultations | Quick care for minor illness; fewer unnecessary hospital visits | A few subsidised consultations a year |
| Planned surgery | Help choosing doctor, hospital and fair price | Care navigation |

## Designing a programme people use

1. **Start from customer data:** age, area and policy type show which services will be used most
2. **Lead with price:** show member price against the usual price, so the benefit is obvious
3. **Have providers near customers nationwide:** benefits usable at only a few Bangkok locations are rarely used
4. **Make booking take a few steps:** verify eligibility, choose a provider and book in an app or on the web
5. **Communicate when customers need it:** before flu season, at the start of the year, or after a birthday that brings new screening
6. **Check with compliance** that the benefit design and communication fit Office of Insurance Commission (OIC) notifications, especially when used in sales

## Ways to deliver benefits

| Model | Pros | Considerations |
|---|---|---|
| Discount codes | Quick to launch | Hard to track; codes leak beyond customers |
| Member website or portal | All services and booking in one place | Needs member verification |
| Integration in the insurer’s app | Customers use an app they already have | Longer to build |
| Hotline or member care team | Suits services that need advice, such as surgery | Higher cost per case |

## Calculate the programme budget

Programme cost depends on how many people use benefits and how much the insurer pays per use. When benefits are member prices from providers, most of the cost is running and communicating the programme.

## Measuring the programme

- **Activation rate:** the share of policyholders using at least one benefit a year, by group
- **Most-used services** and where, to adjust the provider network
- **Renewal rate** of users against non-users, bearing in mind that users may already be loyal customers; more reliable is to launch for some groups first and compare with groups not yet offered benefits
- **Satisfaction and referrals** among users
- **Cost per active user** against premium income retained

## Personal data

Benefits need proof that someone is a policyholder, but providers do not need policy or claims details. Share only what is needed, such as a member ID, and receive usage data back as anonymised aggregates. Using data for marketing needs consent under PDPA.

## Frequently asked questions

### What are health policyholder benefits?
Services an insurer or broker gives customers beyond the policy’s cover, such as member prices on health checks, vaccines, dental care, eye care and online doctor consultations, so customers get value from their insurance even in years without a claim.

### Do health benefits improve renewal?
They help customers see the value of insurance in claim-free years, but measure carefully: users may already be loyal customers. More reliable is to offer benefits to some groups first and compare their renewal with groups not yet offered them.

### Does the insurer have to pay for the benefits?
Not entirely. Many benefits are member prices offered by providers; insurers may subsidise only services they want widely used, such as health checks or online consultations. The main cost is usually running and communicating the programme.

### Which services should we start with?
Services most customers use and value clearly, such as health checks, vaccines and dental care, then add online consultations and surgery navigation once you see real usage data.

### Do we need to share customer data with providers?
Only what is needed to verify eligibility, such as a member ID. Providers do not need policy or claims history, and usage data returned should be anonymised aggregates, in line with PDPA.

## Sources

- Aon, [2027 Global Medical Trend Rates Report: Asia Pacific](https://www.zawya.com/en/press-release/asia-press-releases/apac-medical-cost-growth-projected-to-slow-to-9.7-in-2027-aon-report-1588842) (12 October 2026)
- Office of Insurance Commission (OIC), [co-payment explanatory document](https://www.oic.or.th/web-upload/1xff0d34e409a13ef56eea54c52a291126/202412/m_news/217/68875/file_download/0f38082b2174b0fdbb3d26693e395c46.pdf) (in Thai)