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The first step is the most important

By Andrew McCurrie, Actuary and Director of Technical Marketing at Vitality

Published: 07/07/2021
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Getting clients to change their behaviour is as simple as getting them to take the first step...

At Vitality, our core purpose is to make people healthier and to enhance and protect their lives. This led us to create the Vitality Programme, based on the simple insight that when we make our members healthier, it is good for them, good for us as an insurer and good for society.

The Vitality Programme guides members on a journey of engagement and health improvement through three simple steps: Understand your Health; Get Healthier; Get Rewarded.

The success of the programme in engaging members is unequivocal. Members who start the journey, by completing an online Health Review and by logging any physical activity points within the first three months of joining, continue on the path of health improvement and become highly engaged in the programme. This is supported by our finding that 70%1 of members who reached Gold or Platinum status by the end of their first year had followed exactly these initial steps on their policy.

1.Vitality membership data from 2018 and 2019

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