Bupa Australia has announced a new initiative providing over 2.2 million of its health insurance members with access to free telehealth consultations, aiming to address cost-of-living concerns and reduce the burden on hospitals and general practitioners (GPs).
The initiative, delivered through Bupa’s digital health service Blua, allows eligible members to schedule three telehealth appointments each year without incurring any out-of-pocket costs. The platform offers round-the-clock access to doctors for consultations covering general health advice, prescription renewals, and referrals.
A trial of Blua’s telehealth services over a 10-month period revealed that most appointments occurred outside regular working hours. Of the calls made, 72% were resolved during the initial consultation, 15% led to recommendations for in-person GP visits, and 1% resulted in referrals to an emergency department.
Dr Simon Benson, clinical director at Bupa, noted the rising demand for telehealth services, largely due to their accessibility. He said the service is designed not only to provide convenient care for members but also to help relieve the strain on emergency departments, particularly after hours.
“This is about making medical care accessible and affordable 24/7 while taking some of the pressure off hospital emergency departments in the afterhours period,” he said.
He added that offering free telehealth consultations is part of Bupa’s strategy to enhance the value of its health insurance policies for customers dealing with financial pressures.
Blua’s service relies primarily on video consultations, which make up 91% of appointments. The remaining 9% are conducted by phone. Common reasons for consultations include symptoms such as coughs, headaches, colds, and requests for prescriptions or medical certificates.
As part of Blua’s offerings, many Bupa members also have access to a medication delivery service. Launched earlier this year, the service allows customers to receive e-prescriptions delivered to their door at no cost.
Benson said the pandemic has accelerated the shift towards digital healthcare, changing how many people prefer to access medical services. However, he emphasised that Blua is intended to complement, rather than replace, traditional GP services, which remain critical to the overall healthcare system.
Bupa members accessing Blua will be connected to a network of over 150 accredited doctors. Patients’ records will be uploaded to their My Health Record with their consent, ensuring continuity of care across different medical providers.
Bupa is also evaluating the potential of generative AI to help simplify the complex information contained in health insurance policies, making them easier for members to understand.
Nick Wong, Bupa’s chief technology officer, explained that Bupa is exploring how generative AI could enhance customer service by helping clarify policy terms, such as coverage limits and exclusions.
He noted that health insurance can be complicated, so the company is looking at how AI could assist its staff in providing clear, more straightforward information to customers who have specific policy-related questions.
Wong also mentioned that the health insurance sector, which operates under significant regulatory oversight, is well-suited to trial generative AI. The industry’s strong emphasis on risk management and regulatory compliance offers a foundation for cautious and responsible adoption of new technologies.
