Danish health insurer IHI is the first to offer an online doctor service to policyholders in Europe and the UK.

IHI managing director Per Bay Jorgenson said the service, launched last month, is "more proactive" for policyholders.

The service will only be available to customers with the IHI Optimyse policy, which targets medium to high net worth clients.

"The idea is to keep customers healthy and give them the right advice," he said. "It is cheaper to give advice. We focus on prevention rather than cure."

One of the five doctors on the panel said the service was piloted to small groups of IHI staff.

Jorgenson said he expected the service to be operating on a "large scale" by September.