HONG KONG SAR - Media OutReach Newswire - 11 June 2026 - Musculoskeletal (MSK) conditions are among the most common health issues worldwide, affecting people of all ages, and increasingly younger populations. These conditions can significantly impair mobility and quality of life. In Hong Kong, lifestyle changes and rising health risk factors have driven a growing need for MSK-related healthcare. Internal data shows that related claims surged 43% over the past two years¹. Recognising this trend, Blue Cross (Asia-Pacific) Insurance Limited ("Blue Cross") launched the MSK Care Pathway², an innovative integrated service combining resources from multiple healthcare institutions to provide end-to-end support from diagnosis, treatment and surgery to rehabilitation, and extending to the Greater Bay Area (GBA) medical network. Customers are guided by a dedicated Health Concierge, who assists them at every stage of care and helps them make informed decisions, improving treatment outcomes and overall experience.
The MSK Care Pathway brings together leading healthcare institutions in Hong Kong and the GBA, including CORES Physiotherapy & Sports Training Centre, CUHK Medical Centre, Gleneagles Hospital Hong Kong, Shenzhen New Frontier United Family Hospital, and U Care. Leveraging their expertise and extensive networks, the MSK Care Pathway provides customers with convenient, efficient and cost‑effective healthcare services.
MSK Conditions Widespread, But Fragmented Care Undermines Rehabilitation
When it comes to diseases of public concern, the focus often falls on cancer – the leading cause of death – with around 38,000 new cases diagnosed in Hong Kong each year³. Yet MSK conditions are far more prevalent in the community, with common issues including spinal misalignment, back pain and knee arthritis. Research shows that 21.5% of people aged 15 or above experienced back pain in the past 30 days⁴, and chronic pain affects 28.7% of the Hong Kong population⁵.
Blue Cross internal data indicates that MSK claims and payouts have risen faster than other major diseases over the past three years. MSK outpatient claims accounted for 13% of total outpatient claims in 2023, rising to 18% in 2025, reflecting growing demand for MSK care and establishing it as a leading disease category.
Early professional assessment and intervention can often improve MSK conditions through conservative approaches such as core training and pain management, without the need for surgery. Early intervention and timely treatment can help prevent the condition from worsening or escalating into chronic pain that seriously impairs mobility and quality of life.
Ms Bonnie Tse, Chief Executive Officer of Blue Cross, said, "As our customers' Health Protection Guardian, we understand the pain points facing MSK patients on their healthcare journey. They often encounter multiple treatment options – from general practitioners and specialists to physiotherapists. Without integrated coordination, recovery may be delayed, and healthcare costs may increase. By partnering with leading healthcare institutions, Blue Cross offers a one‑stop MSK Care Pathway that integrates surgery and rehabilitation support, delivering high-quality and cost‑effective healthcare services for our customers."
One‑Stop Integrated Support: Three Core Benefits
The Blue Cross MSK Care Pathway is a value‑added service designed for eligible insured members, providing administrative and coordination support throughout diagnosis, treatment and rehabilitation. Key features include:
- Dedicated Health Concierge – Each customer is assigned a dedicated Health Concierge⁶ to provide one‑on‑one administrative coordination support, helping with appointments, follow-ups and paperwork.
- Cross‑Border Care Coordination – Assistance in scheduling appointments at designated hospitals and healthcare providers in Hong Kong and GBA cities.
- Seamless End‑to‑End Journey Support – Comprehensive administrative support throughout the care journey, covering pre‑treatment assessment, surgery booking (including ACL reconstruction, meniscus repair, total knee and hip replacement), post‑surgery physiotherapy, and rehabilitation follow-up reminders.
Continued Innovation Aligns with Blue Cross' Integrated Healthcare Strategy
Widespread MSK conditions and rising claims and payouts reflect the need for a better coordinated care journey for patients. Advocating an integrated approach, the MSK Care Pathway bridges the gaps across diagnosis, treatment, surgery, rehabilitation and administrative matters, enhancing care experience and treatment outcomes while helping control medical costs.
Ms Tse added, "The MSK Care Pathway marks an important milestone in our Integrated Healthcare Strategy. It serves as a blueprint for us to expand our healthcare network – we plan to gradually extend care coordination services to other high‑burden diseases such as heart disease and cancer. Our goal is to provide customers with accessible, affordable and efficient healthcare protection."
Blue Cross' Integrated Healthcare Strategy combines financial protection, medical insights, data‑driven guidance, advanced technology, and personalised human support to help customers make more confident and informed healthcare decisions at every critical moment. The strategy reflects Blue Cross' commitment to go beyond paying out claims to create long-term value for customers.
Notes
¹ Source: Blue Cross internal data, 2023–2025
² The Blue Cross MSK Care Pathway (the "Service") is applicable only to eligible insured members of Blue Cross medical insurance plans with inpatient coverage (on a reimbursement basis). It is a value‑added, optional and non‑contractual service. It is non-guaranteed and does not form part of the contractual terms and benefits of any insurance policy. Blue Cross reserves the right to amend, suspend or terminate the Service (in whole or in part), or change service provider, scope or terms at any time without prior notice.
³ Source: Hong Kong Cancer Online Resource Hub
⁴ Source: Department of Health
⁵ Source: Hong Kong Medical Journal
⁶ The Health Concierge provides administrative coordination and general information only. The Service does not constitute medical advice, diagnosis, treatment or recommendation. The Health Concierge and related coordination support under the Service may be provided by Blue Cross and/or by appointed third-party service providers from time to time. Medical and healthcare services (including diagnosis, treatment and clinical decisions) are provided solely by treating doctors, hospitals, clinics and other healthcare providers, which are independent third parties.
Disclaimers:
- This press release is for distribution in Hong Kong Special Administrative Region only. The distribution of this press release is not and shall not be construed as an offer to sell or a solicitation to buy or a provision of any insurance product outside Hong Kong Special Administrative Region.
- Blue Cross (Asia-Pacific) Insurance Limited is a subsidiary of AIA Group Limited. It is not affiliated with or related in any way to Blue Cross and Blue Shield Association or any of its affiliates or licensees.
Hashtag: #藍十字 #BlueCross
The issuer is solely responsible for the content of this announcement.
About Blue Cross (Asia-Pacific) Insurance Limited
Blue Cross (Asia-Pacific) Insurance Limited ("Blue Cross") is a subsidiary of AIA Group Limited. With over 50 years of operational experience in the insurance industry, Blue Cross provides a comprehensive range of products and services, including medical, travel and general insurance, which cater to the needs of both individual and corporate customers. Blue Cross distributes its products through various channels, including AIA agency force, online platform, direct sales, BEA network, insurance agents and brokers, as well as travel agencies.
In 2025, Blue Cross is assigned financial strength rating of A+ (stable outlook) and issuer credit rating of A+ (stable outlook) by S&P Global Ratings.
** This press release is distributed by Media OutReach Newswire through automated distribution system, for which the client assumes full responsibility. **
(From left): Ms Phyllis Chang, Director of Operations & Healthcare Provision of Blue Cross; Dr George Law Ying Kan of CUHK Medical Centre; Ms Mandy Ma, Chief Financial Officer of CUHK Medical Centre; Ms Manbo Man, Executive General Manager of Shenzhen New Frontier United Family Hospital; Dr Alexander Chiu, Head of Medical & Healthcare Provisions of U Care; Dr Chung Kin-lai, Chief Executive Officer of CUHK Medical Centre; Ms Bonnie Tse, Chief Executive Officer of Blue Cross; Dr Kenneth Tsang, Regional Chief Executive Officer, IHH Healthcare (North Asia) and Chief Executive Officer of Gleneagles Hospital Hong Kong; Mr Brian Siu, Executive Director of New Frontier & Chief Operating Officer of New Frontier GBA; Mr Elton Ng, Founder & CEO of CORES Physiotherapy & Sports Training Centre; Mrs Joyce Smith, Chief Commercial Officer of Gleneagles Hospital Hong Kong and Regional Chief Commercial Officer of IHH Healthcare (North Asia); Mr Cheung Siu Lun, Hong Kong Ten Outstanding Young Persons awardee; Mr Manus Chan, Director of Medical Insurance Business Line Strategy and Management of Blue Cross; Ms Sylvia Chow, Director of Marketing of Blue Cross.
Ms Bonnie Tse, Chief Executive Officer of Blue Cross (3rd from left); Dr Alexander Chiu, Head of Medical and Healthcare Provisions of U Care (1st from left); Dr Chung Kin-lai, Chief Executive Officer of CUHK Medical Centre (2nd from left); Dr Kenneth Tsang, Regional Chief Executive Officer, IHH Healthcare (North Asia) and Chief Executive Officer of Gleneagles Hospital Hong Kong (3rd from right); Mr Brian Siu, Executive Director of New Frontier & Chief Operating Officer of New Frontier GBA (2nd from right); and Mr Elton Ng, Founder & CEO of CORES Physiotherapy & Sports Training Centre (1st from right).
