The Science of Vitality – 25 years of positive behavior change, and more relevant than ever – The Citizen



What if there was a way to make people live longer, healthier and happier lives And reward them for taking steps towards their good health?

Discovery Vitality was released today The science of vitality newspaper detailing the insights behind the innovative behavior change platform developed 25 years ago, five years after Adrian Gore founded Discovery.

“When Discovery Vitality was launched in 1997, South Africa was at a turning point in its history, facing a high and complex disease burden, too few doctors and classified insurance for the community. Discovery recognized the need for action on the demand side of health care by prioritizing prevention. By encouraging members of the Discovery Health Medical Scheme to engage in healthier behaviors like going to the gym and making healthier food choices, they would stay healthier and essentially live longer. This is vitality, ”says Adrian Gore, Discovery CEO.

Vitality Science Infographic

A lifestyle for today and for the future

Dinesh Govender, CEO of Vitality South Africa, explains: “Vitality is a behavior change program that finds its pinnacle in technology, supported by an enormous amount of data and science. With that in mind, we have collected The science of vitality journal to show in a simple and clear way how the Vitality program manifests itself in a tangible change for the better. The magazine explains this evidence-based approach that encourages and rewards members for good health, driving and spending behavior. “

Govender says that while Vitality has always made an impact – with solid longitudinal data showing how many people experience a better quality of life and live longer directly linked to their involvement in the program – the program has continued to show its relevance and relevance. impact during the COVID-19 pandemic, responding to the enormous uncertainty with solutions that have served our members and allowed them to continue to take care of their health and be rewarded for it

Some of the more recent research in the journal includes an article produced by Vitality and Wits Sport and Health (WiSH) published in the British Journal of Sports Medicine, which highlights how resilient people who exercise regularly are facing a pandemic, or any eventuality and creating an opportunity for leaders to reconsider lockdown policies when they consider the best way to save lives.

“I am amazed at the impact of the program on healthy behavior. Whether it’s helping members develop and sustain protective health behaviors, financial well-being and more, Vitality changes the lives of those who commit to it, ”says Govender.

A model for all companies

Globally, there has been a fundamental shift in business. Companies are expected to align their goals with societal benefits and put purpose, rather than profit, at the heart of their business model. Interestingly, this has always been the basis of the Vitality model.

Gore adds, “The insurance industry has a unique role in creating more resilient communities. Aside from the government, insurance is the only entity that can tangibly monetize the best health outcomes. However, most insurance models do not take into account the change in insurance risk from pre-existing conditions to human behavior. In contrast, the Vitality Shared Value Insurance model focuses on behavioral components that reduce risk, offers clients a range of personal pathways to help reduce their personal risks, and rewards them in the process.

“This creates a virtuous circle as people engage in Vitality and improve their behaviors, our business benefits and the thriving society. This is the model we have scaled around the world and why Vitality is now present in 37 markets, reaching over 20 million lives, “he says.

An evolution of the ecosystem

Govender states that Vitality is intended to positively influence every aspect of the life of those who commit to the program. “Today, Vitality has evolved into three programs: Vitality Health, Vitality Drive and Vitality Money, with hundreds of partners helping us reward members. The diary explains how this model works: for you, for society and for us as a shared value and purpose-oriented company. “

“Our goal is to protect not only our members, but the wider South African population, as well as people in other markets where Vitality is involved. Therefore, we have consolidated both independent and internal research that validates the positive impact of the program. The science of vitality journal explains why and how we make people healthier, says Govender.

To read The science of vitality magazine.

About Discovery Vitality

Vitality is the largest global platform for behavior change, driving the insurance products of leading insurers around the world, with over 20 million members in over 35 markets. The Vitality model, created by Discovery Limited in South Africa, has been driving behavior change among its customers for over 25 years. Vitality creates shared value by combining behavioral economics, clinical science, and financial incentives to encourage and reward members who take steps to improve their health. The model started with a focus on health and wellness and expanded to include short-term insurance, investment, and financial well-being. For more information, visit the Vitality website or send an email to Discovery’s media relations team.