The demand for private medical insurance (PMI) has significantly increased among British employees, according to a new study.

This latest revelation by Bupa shows that this year up to 40% of employees in England and Wales are turning to PMI.

At the same time, the survey suggests that more Brits now attend free health assessments and a significant number are signing up for gym membership.

The Bupa report indicates that there is increased pressure for employers to offer health related choices that are different from insurance services.

Bupa however says that efficiency and the quality of PMI care should be the primary objective for any marketing communications aimed at employers seeking the services of a health insurance provider.

Ann Greenwood, director of business markets at Bupa Health Insurance said: “The rising popularity of workplace health benefits, particularly PMI, reflects changing attitudes to personal healthcare - people are now keen to have more control of their healthcare options rather than leaving them to chance.”

She further added: “They want faster access to specialists and no waiting lists, but most of all they are concerned about hospital cleanliness, with almost three in every four citing clean hospitals as a key reason for buying PMI.”