"Insurers really need to rethink the design of descriptive brochures, because these are simply not achieving the main aim, which must be to explain succinctly exactly what is included."
This is where personal communication is important. While individual and group policies often make provision for supporting policyholders through such times, often there is a lack of communication about the benefits.
After all, who wants to read a 32-page document on the company intranet when they are already feeling stressed?
Phil Jeynes, head of sales and marketing for UnderwriteMe, comments: "As an industry, both in terms of distribution and providers, we are poor at forming an ongoing relationship with customers.
"We tend to talk to them a lot at the point of purchase and only meaningfully thereafter at point of claim.
"Modern policies are rich with additional benefits and both advisers and insurers should have regular contact with their clients to make sure the policy is not forgotten or underused.
"Doing so will increase consumer trust and create additional sales opportunities through cross sales and referrals."
This is a point reiterated by Katharine Moxham, spokesperson for Group Risk Development. She says: "It's really important for advisers to encourage their clients to re-look at their group risk purchase to understand what comes along with it, how best to use it and to embed it into their organisation's culture and working practices.
"To do that, employers need to engage fully with their provider and all the support services on offer and to communicate it all effectively as a support and return to work offering. Group risk providers will be more than happy to help with this."
Practical ways to engage
Christine Husbands, managing director for Red Arc Nurses, says: "Advisers can recognise mental health is a difficult area for employers, and certainly one where expert help is needed.
She also suggests "taking the time to look at the support services offered alongside the protection policy" as a "good-quality support service, with a strong mental health solution, can make a massive difference to employers and the individuals within that firm."
Mr Hill advocates a range of practical ways that corporate advisers can help bring into their clients' workplace better awareness of mental health issues, the support available through employee benefit schemes, and the value of protection policies.
He suggests:
- Carry out onsite benefit days.
- Use a combination of online, phone and email contact.
- Provide webinars and other online tools.
- Ensure remote workers receive the same member experience as their office-based colleagues.
Ms Wilson agrees: "In an ideal world, advisers would also assist with the communication of these benefits to staff, possibly by email communication and even seminars."
It is one way of providing a value-added service to corporate clients which validates the fees clients are paying to their advisers.
For individual clients, Alan Knowles, managing director of Cura Financial Services, advocates really getting to know the client. He advises:
