Critical Illness Insurance (CII) is one of the fastest growing healthcare product lines in the world today; bridging the gap between life and disability insurance. Critical Illness and Long-Term Care insurance are product areas where Canadian Insurance carriers are looking for growth, but getting into the client?s and advisor's head space is a key challenge.

There is a general lack of awareness, familiarity, and detailed product knowledge among the advisor community as it relates to CII and LTCI; however, many advisors see it as a source for revenue opportunity in the short and long-term future.

To provide Canada's Insurance industry with strategic insight into the attitudes and behaviours of advisors and consumers as it relates to CII and LTCI coverage, PMG is pleased to offer the Health Insurance Monitor.

The Health Insurance Monitor offers insurance providers tactical knowledge on where CII and LTCI fall within the advisor?s share of mind and determines what supports and tools are needed to improve their ability to market the product(s) to their clients. At the consumer level, the study determines the awareness and perceptions of CII and LTCI product offerings, and examines what features are most important in wanting to learn more about, and buy this type of insurance offering.

• To examine current selling behaviours on CII and LTCI product offerings
• To determine consumer awareness of both CII and LTCI
• To measure the level of interest for both CII and LTCI
• To examine reactions to cost (both perceived and actual)
• To measure perceptions toward various product attributes
• Investigate key drivers to purchasing and features to improve marketability
• Explore consumer's informational needs
• To investigate advisor attitudes toward current CII and LTCI product offerings
• To examine advisor attitudes toward the underwriting process
• To examine the role of insurance company support,