Healthcare choice becomes a strategic priority for globally mobile patients

Consumers are showing growing interest in private healthcare as concerns over access to UK National Health Service treatment persist, according to new research from health insurer The Exeter.

Analysis of Google Trends data found that UK search interest in ‘private medical insurance’ increased by 150% in the 12 months to 10 July 2026 compared with the preceding year. Interest in ‘private health insurance’ rose by 120%, while searches for ‘private healthcare’ increased by 50%.

The figures measure relative search interest rather than absolute search volumes, but coincide with evidence that a substantial proportion of consumers are already using private healthcare alongside NHS services.

The Exeter’s Consumer Health and Finance Tracker found that 43% of UK adults had accessed at least one private healthcare service in the six months to March 2026. Dental care was the most commonly used service, reported by 20% of respondents, while 10% had accessed either private GP services or mental health support.

Affordability shapes access

How patients finance private treatment could become an increasingly important consideration for healthcare providers as demand grows.

Among consumers who had recently accessed private healthcare, 40% funded treatment from income or savings, and 24% used health insurance. A further 21% received financial support from family or friends, while 19% had used a credit card or personal loan.

Search interest in the ‘cost of private healthcare’ increased by 1,100%, according to the Google Trends analysis, while searches for ‘private GP cost’ rose by 150%.

The findings come against continued concern over NHS capacity. Almost half of respondents, 49%, expected NHS waiting times to increase during the six months following March, while 33% were unsure whether the health service could fully meet their needs if they became ill.

Karen Woodley, Head of Healthcare Distribution at The Exeter, said consumers appeared to be becoming “more proactive about their healthcare planning, while keeping an eye on affordability”.

For private hospitals and healthcare providers, the findings suggest that growing demand may increasingly come from patients combining national health services, insured, and self-funded care rather than moving entirely into one healthcare system.

Providers may therefore face greater pressure to offer clear pricing, accessible outpatient pathways, and flexible routes into treatment as patients compare their options.

Further reading: As medical inflation rises and public healthcare systems come under strain, Chloe Fox examines how insurers are adopting new strategies to control costs while improving access to care.