UK-based insurer Aviva has launched a new private medical insurance (PMI) product named GuideWell for corporate clients to manage the rising cost of claims and healthcare spending.

The new product, which will be available in addition to the insurer’s Optimum policy, uses an open referral pathway to manage claims costs and deliver competitive pricing.

With the new policy, employees will have access to private medical diagnosis and treatment at more than 250 hospitals and clinics across the UK.

In addition, health treatments and investigations referred by a general practitioner are covered under the policy and the company’s database will provide details of relevant specialists.

Aviva UK Health medical director Doug Wright said that GuideWell has been crafted to deliver benefits that its clients, members and intermediaries will value.

"As open referral helps manage costs as well as quality, it means that some large companies will benefit from competitive pricing upfront, making the provision of this employee benefit much more sustainable over time," Wright added.