Only 14% of advisers think life insurance companies are doing a good job with health and wellness programs, according to a survey from Strategic Insight.

But a further 14% of advisers were unaware of insurers offering these programs for clients.

The study received more than 200 adviser responses.

AIA Australia, Asteron, MLC and TAL were singled out for praise on wellness programs.

Implementation of such schemes was identified as a key issue, with premium discounts linked to client health an important aspect for advisers.

Respondents want more activities included in wellness programs, such as education on healthy eating and exercise, discounted health clubs and healthy lifestyle events.

Program management is another area of concern.

One adviser said they received 10 emails from an insurer just to say it had changed the bank deductions on a policy.

Use of online software and improved communications with members was also raised by respondents.

“Clients will get very sick of some company calling every 3-4 weeks for eight months,” one adviser told the survey.

Another respondent wants insurers to train business development managers in “the art of understanding how an adviser’s business works and [to] understand where they can add value, rather than simply selling their product, bad-mouthing their opposition”.

Wellness programs could be simplified and refined, with reduced insurer branding and better tailoring to rural regions.

And advisers want insurers to undertake more marketing of programs to a younger audience.

Comments suggest current advertising campaigns are “too soft”, and AIA should promote its Vitality program rather than leaving it up to advisers to inform clients.

There should also be a “huge push to let young people know the [underwriting impact] of recreational drug use”, one adviser said.