Brokers can take advantage by persuading an executive to influence the informal decision-making process taking place behind the scenes within his or her organization, says Steve Bistritz, author of the book "Selling to the C-Suite."

"When it comes to health care, like anything else, brokers need to leverage their relationships," he says.

More often than not, companies will offer full annual evaluations, in addition to regular coverage, through executive wellness programs like those offered by Cleveland Clinic or Mayo Clinic, says Bistritz, who's worked with a number of companies in the health care industry and was a presenter at last year's World Medical Tourism and Global Healthcare Congress.

That often will include screenings for early detection of cancer, heart disease, osteoporosis and other chronic diseases.

Companies often turn to concierge or boutique clinics that cater specifically to executives, Bistritz says. Typically, they offer their own insurance plans.

Miami-based Elite Health, which works with about 75 companies, offers a health insurance alternative called The Prevention Plus Plan.

"There's no doubt, from a company point of view, that it's an important component to keep executives medically well, and to manage their stress appropriately," says Steven Schnur, CEO of Elite Health. "We find that the companies gain a big benefit from the programs, and I think it's a good fit, with the way the world is today and with stress being a big component for executives."

Elite Health offers an evaluation of stress levels through blood tests of hormones and a metabolic heart test, as well as offering up a genetic profile.

About 80 percent of individuals stay on as patients beyond the evaluations, building personal insurance plans through the clinic and their own company, Schnur says.

"When it comes to executive wellness, it's a whole other field — another budget," he says.

At EHE International in New York, meanwhile, "one-stop shop" services are offered for a flat fee of $4,895, regardless of age.

"We literally do everything for you — we are not just an aggregator of services," says Debbie McKeever, president of EHE, which has 150 sites around the country and works with hundreds of companies, including L'Oréal and Schlumberger.

"There's nothing that we do that is not already covered under a traditional plan — physicals, mammograms, stress tests, counseling, hearing, vision, blood tests, colonoscopy, inoculations, all of those things for that professional fee. Companies appreciate this pricing structure because they know how to budget for it — it's very straightforward, and for those standardized services they would pay much more through an insurance plan."

A separate plan through the company, EHE and Me, focuses on the self-insured and is offered as part of a medical plan.

Either way, McKeever stresses that while the company's services are tailored to the needs of executives, EHE is not providing "VIP medicine."

"We do focus on the individual, and it sounds weird to say, but we are not concerned about your title," she says. "Maybe that doesn't make a CEO feel good, but you are breathing and walking like everyone else. Our niche is helping companies protect their investment and the leaders they are depending on."