Norwich Union Healthcare is offering a 24-hour family doctor helpline for its private medical insurance policyholders.
The provider has teamed up with helpline specialist InfoGenie to launch the service, which will initially have the capacity to handle 80,000 calls a year.
The helpline is available to all NU Healthcare's 500,000 private and group clients and will allow them to speak to a GP or nurse for general health information.
NU says the service, which can be accessed as often as needed, is an added-value feature which sets it apart from competitors.
InfoGenie has offices in Berlin, Milan, Paris and Windsor and was floated on the German Neuer Markt in October 2000. It specialises in high-quality helplines for the public and the corporate customer.
NU Healthcare commercial director Tim Baker says: “Fast access to advice from a GP is a great benefit to everyone, from parents worried about a sick child to older people who want more time to discuss a health problem.
“It can prevent unnecessary trips to the doctor, saving time for both patients and their NHS GPs, and helping businesses manage staff sickness and absence.”