Beyond Boomers: Bupa looks for change Bupa has outlined three key areas of reform aimed at making private healthcare affordable enough for Millennials to finally stop shunning it. Business by JARED LYNCH Premium Content Subscriber only Shorter hospital days, funding for services like yoga to appeal to younger Australians and "independent" pricing for medical devices have been put forward by health insurance major Bupa as wishlist for further government reform to rein in spiralling premium costs. Bupa - which controls more than quarter of Australia's health insurance market - will raise its premiums by 3.21 per cent on average on April 1 as it braces for a spike in healthcare costs of up to 4 per cent this year.