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Not all sickness cover is created equal Simon Cosgrove, Dental Regional Manager and qualified Specialist Financial Adviser at Wesleyan Financial Services, explains why ‘own occupation’ matters for dentists
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was talking to a young dentist a few years ago about financially protecting himself against being unable to work. He confidently told me: “I never get ill.” When I next saw him 12 months later, he had been unable to work for a couple of months due to being diagnosed with a serious illness. Many of us think we’re invincible when, of course, we’re not. And nationally, the problem has been worsening over the last few years. According to figures from Statista, in the second quarter of 2025, an estimated 2.78 million people were on long-term sick leave in the UK. This figure has been rising considerably since 2019, when there were just over two million people unable to work – an increase of nearly 40% over that period. The reasons behind this rise remain uncertain. In 2022, many reported m e n t a l h e a l t h p ro b l e m s : a ro u n d 313,000 people mentioned mental illness, and 282,000 said they had depression. This is backed up by the claims experience we’ve seen at Wesleyan. The most common claim under our income protection policy in 2024 was for mental health (33% of claims), with the second being musculoskeletal issues (19%). Covid-19 also played a role, with around 1.8 million people saying they had Long Covid symptoms in April 2022. Most people off work due to illness are over 50, but the number of younger people affected has grown quickly. Between 2019 and 2022, 140,000 more people aged 16 to 34 were off sick long-term, compared to
just 32,000 more in the 35 to 49 age group. So, the vulnerability of being unable to work isn’t just restricted to the over-50s. This increased prevalence of longterm sickness means that it’s more important than ever to ensure that the cover you have is suitable for your individual circumstances. Two of the main types of protection against illness are income protection and critical illness cover. Income p ro t e c t i o n p a y s a re g u l a r, t a x free income (until the end of the chosen benefit payment period) which ensures that people are able to maintain their standard of living if they’re unable to work due to accident or sickness. Critical illness cover, on the other hand, pays a lump sum on the diagnosis of a serious, defined illness. Although one provides an income and the other pays a lump sum, both share a vital feature: they’re defined by the inability to work. In critical illness cover, this falls under the Total and Permanent Disability section of the policy. There are three main definitions of being unable to work that insurance policies can have: “own occupation,” “suited occupation,” and “any occupation.” The most comprehensive definition is own occupation. This ensures that the policy pays out if you are unable to perform your own job role. The suited occupation definition pays out if you’re unable to perform your own job or any other job for which you’re suited by education, training or experience. Finally, the
any occupation definition is the least comprehensive option, as you can only claim if you’re unable to perform any job at all. As an example, if a dentist were in a car accident and needed their arm amputated, only the own occupation definition would pay out, because they would no longer be able to practise dentistry. A policy that provided suited or any occupation cover wouldn’t pay out, as the dentist could continue to work – for example, by lecturing at dental schools. F ro m a dental perspective, it’s important to note that not all i n s u r a n c e c o m p a n i e s o ff e r o w n occupation cover to dentists. This is because several companies consider dentists more likely to be unable to work long-term, so they represent an increased risk. This is likely due to the prevalence of musculoskeletal and mental health issues in the profession. Many dentists I’ve spoken to in my career have had existing critical illness policies recommended by nonspecialist advisers. Unfortunately, those advisers didn’t realise that the provider didn’t offer own occupation cover for dentists, meaning the cover wasn’t as comprehensive as it could have been. I t ’s i m p o r t a n t t o re v i e w y o u r existing cover to make sure it’s right for you and your loved ones. The greatest risk isn’t just being unable to work long-term. It’s discovering that you’ve had the wrong policy all along and that you’re not covered at all.
Speak to the specialists
To make sure you have the right p ro t e c t i o n in place for your circumstances, speak to a Dental Specialist Financial Adviser at Wesleyan Financial Services. Visit wesleyan.co.uk/dental or call 0808 149 9416. Please note: Charges may apply. You will not be charged until you have agreed to the services you require and the associated costs. Learn more at www.wesleyan.co.uk/charges. n We s l e y a n Financial Services Ltd ( R e g i s t e re d i n E n g l a n d a n d Wa l e s N o . 1651212) is authorised and regulated by the Financial Conduct Authority. Registered O ff i c e : C o l m o re C i rc u s , B i r m i n g h a m B 4 6AR. Telephone: 0345 351 2352. Calls may be recorded to help us provide, monitor and improve our services to you.
About the author Having vast experience as a dental Specialist Financial Adviser (SFA) over the years, Simon Cosgrove is now a Dental Regional Manager at Wesleyan Financial Services, guiding a team of dental SFAs to support dentists, their families, and their practices with financial planning to secure their financial future.
Have #hashtags lost their meaning?
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nce upon a time, hashtags were the magic key to social media visibility. You could add a few #trendingtags to your post and watch your reach soar. But lately, the word on the (virtual) street is that hashtags don’t really matter anymore. So, what’s changed? In late 2024, Instagram began phasing out its hashtag following feature – a clear sign that the platform is rethinking how hashtags fit into discovery. Around the same time, Head of Instagram Adam Mosseri clarified that hashtags aren’t a magic growth tool and don’t directly boost reach, despite what many users once believed. They can still help with organisation and context, but the days of cramming 30 hashtags under every post to “hack the algorithm” are behind us. That doesn’t mean hashtags are completely pointless; they’ve just shifted in purpose. Instead of being the main driver of visibility, they now act more like labels. Think of them as a filing system for your content, rather than a growth tool.
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For dental practices, this is a big shift. Many practices have relied on hashtags like #Invisalign, #DentalImplants, or #SmileMakeover to reach new patients. But the platforms have evolved and so have the users. Social media algorithms are a lot smarter than they used to be. Instead of focusing on hashtags, they now prioritise relevance, engagement, and watch time. If your post keeps people interested – whether that’s a before-and-after reel, a patient testimonial, or a quick explainer from the dentist – the algorithm will push it out to more users. Instagram, Facebook, TikTok and LinkedIn are all placing a stronger emphasis on content quality and user intent. What matters now is whether your post connects with the right audience and encourages them to interact. If hashtags have lost their power, where should you be putting your energy? Here are a few strategies that matter more:
Content that actually speaks to people: Forget trying to please the algorithm, think about your patients. What are they curious about? Nervous about? Excited to learn? Content that answers those questions will always perform better than a generic #DentalCare post. Consistency and storytelling: Regular posting builds trust, but storytelling builds connection. Share team updates, behind the scenes moments, and patient journeys. This type of content helps humanise your brand and creates a loyal following. Video, video, video: The rise of short form video isn’t slowing down. TikTok and Reels still dominate engagement, and even platforms like LinkedIn are pushing more video content. Focus on authentic, informative clips that show your team’s personality. Captions that convert: A strong caption can make all the difference. Use it to add value, share insight, or invite engagement rather than just stacking hashtags at the end.
Engage, don’t just post: Social media is supposed to be social. Reply to comments, interact with other local businesses, and join in relevant discussions. That activity tells the algorithm that your account is active and genuine.
So… are hashtags dead?
Not quite. They’re just no longer the main event. You can still use a handful of relevant ones – maybe three to five per post – to help contextually label your content. But if you’re spending more time picking hashtags than planning your post, it’s time to rethink your approach. Be relatable, be consistent, and prioritise connection. n
About the author Abby Leach, Social Media Manager, connectmymarketing.com
The Probe | November 25
04/11/2025 10:42:20