Concept of Wellness, Industry size, Wellness framework, implementation steps

1. WELLNESS INITIATIVES
21-05-2018
Dr (Maj) Mukund Kulkarni,
Free lancing Consultant Medical Advisor
1

2. Agenda
• Wellness Concept, Ecosystem & Benefits
• Wellness programs
• Wellness Industry-India
• Strategic Implementation- Concept, Challenges, Key Success factors, a
model and an illustration
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
2

3. Wellness Concept- Definitions
• Wellness
Optimal state of health of Indl/Group. Two focal concerns
• Wellness Program:
Any program implemented by Employer/Facilitator directed towards improving
member health.
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
3
Realisation of Individual’s fullest potential
•Physically/Psychologically/Socially/Spiritually/Economically
Fulfilment of ones role expectations
•Family/place of work/worship/community/others
WELLNESS
TREATMENT
Neutral point
DEATH
IDEAL
FITNESS
Awareness
Education
Fitness
Growth
Diagnosis
Earlystage
Midstage
Disability
Latestage
Palliative Therapeutic Prophylactic Promotive

4. Wellness Concept- Ecosystem
CONSUMERS
PROVIDERS
FACILITATORS
ADJACENT
INDUSTRIES
GOVERNMENT
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
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• Global- 2 Tri
• India- 700 Bi
Market size (USD)-2012
• Employees
• Members
• Medical centres
• Health companies
• Vendors
• Institutes
• Corporates
• Insurers
• Schools
• NGO
• Others
• Media
• Retail
• Gaming
• HC companies
• Education
• Others
• Ministry
• Regulators
• Medical centres
• PPP
• Others

5. Wellness Benefits
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
5
EMPLOYER
• HC cost reduction
• Productivity enhancement
• Sickness Absenteeism/Presenteism
• Claim reductions
• E Sat & Retention
• Morale
• Culture, Brand image, Reputation
• Competitive advantage
EMPLOYEE
• HC cost reduction(OOP)
• Wellbeing, Image, Self esteem
• Stress management
• Safer work environment
• Job satisfaction

6. Wellness Programs- Non medical
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
6
Source: PwC research and analysis, company annual reports, trade databases and primary research- India 2012
• Hygiene needs stem from the basic necessity to
maintain personal cleanliness
• Curative/Preventative needs are aligned to
prevent diseases, cure ailments and maintain a
healthy lifestyle
• Enhancement needs focus on improving personal
appearance and self-confidence.
Corporate
Wellness
Programs
Insurer
driven
Independent
company
driven

7. Wellness programs
NON MEDICAL
• Fitness
• Gymnasium- Provision, membership
• Physical devices e.g. Fit bit, step trackers
• Competitions, Events
• Counselling
• Nutrition
• Diet modification, calorimeters etc.
• Provisions, Discounting
• Organic
• Counselling
• Education
• Sessions, lectures, training, coaching
• Awareness sessions
• On the job
• Reminders and personalized interactions
• Hygiene
• Cosmetics, Spa, Beauty services
• Others
MEDICAL
• Screening
• Biometric HRA + health coach
• Prostate Specific Antigen
• Mammography
• USG based (Dexa scans, Vascular diseases, etc.)
• Preventative
• Immunizations (Flu, Hep B, H1N1 etc.)
• Pregnancy and parenting assist programs
• Onsite Dental camps
• Specialist counselling- Nutritionists, Physiotherapists, Occupational
therapists, Alternate medicine
• Therapeutic
• Disease management programs
• Case management programs
• Palliative programs
• Psychiatric/Psychologist support
• Others
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
7
The Fortune 100 and their Fitness and Wellness Programs (2015):
http://www.healthfitnessrevolution.com/fortune-100-fitness-wellness-programs/

8. Wellness Industry growth drivers- India
The 680-720 billion INR wellness market has grown at a rate of 18-20% YOY
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
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Revenue growth
Distribution
models- Hybrid
Franchising
Own
Partnership
Funding- Venture
capital & Equity
funding increase
Big Investment opportunity
Few exits but profitable
Multi brand
strategy & Wider
range of products
Target distinct customers
Product trial approach
Investments in
Consumer
awareness and
education
Health camps
Ingredients e.g. Oryzanol, Omega 3 FA
Social media
Quality standards Certifications & Accreditations (NABH)
Evidence based (Refer Clinical trials)
Improve Customer redressal system, Refund policies
Profitability growth
Service players
& product
players mix
Mitigate service operations costs
Improve Customer satisfaction
Premiumisation
strategy
Introducing high end variants of popular brands e.g. Parle G Gold
Specific products for professional services segment
Import global brands
Mitigate
Inflationary
costs
Reduce raw input costs
Low cost alternatives
Alternate sourcing strategy
Distribution
innovation
Alliances
Newer models- Online
Modern trade format e.g. Hypermarkets
Reduce OP
costs E.g. Rental
Collaboration
Optimization

9. Wellness Industry- India...Key challenges
Skilled Manpower
Quality standards, Regulations
Provider Competition management
Pricing framework
Regional Differences
Consumer connectivity, Awareness and reach
Unorganised sector
Control & Regulatory mechanisms
Integrating various govt machinery
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
9
The wellness industry is expected to touch 1 trillion INR in next 3 yrs., growing at CAGR of 15-17%
Key Challenges

10. Strategic Implementation- Key Success factors
Holistic & Scientific
Personalized
Member participation
Environmental
Practical/Outcome
Accessible
Others
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
10
Pre-Contemplating No Intent to act in next 6 months
Contemplating Intends to act in next 6 months
Preparing Intends to act in next 30 days/Already has taken some action
Acting Has demonstrated change in behavior in less than 6 months
Maintaining Has changed his behavior lasting more than 6 months
Classification
Personal & Environmental conduciveness at worksite. Change agents (Occupational health concept) for safety and Health
Assessment and Impact should be at all levels i.e. Personal, Group and Company level. Evidence based approach
Scientifically proven process, Implementable steps, Objective targets and monitoring, Outcome based selection, etc.
Balance between mass benefits of provision and calculated costs for selected and justified processes. E.g.. Disease
management vs Case management programs in any focused medical condition (e.g. Diabetes)
Regulatory/Legal environment, Company strategic alignment, Competition, Vendor management policy,
Medical/technical advancements, Feedback mechanisms, Data and record maintenance policies, etc.
HRA

11. HRA- Health Risk assessment
‘A systematic approach to collecting information from individuals that identifies risk factors, provides individualized
feedback, and links the person with at least one intervention to promote health, sustain function and/or prevent disease’
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
11
GENERAL
SOCIAL
LIFESTYLE
PSYCHOLO
GICAL
MEDICAL
• Demography
• Geographic risks
• Financial status
• Others
• Interactions
• Participations
• Memberships
• Others
• Fitness initiatives
• Behavioural- Smoking/Alcohol/Drugs
• Nutrition and Dietetics
• Others
• Perception/Insight
• Confidence
• Motivation
• Readiness to change
• Spiritual
• Others
• Biometrics
• Health history
• Inheritance
• Examination findings
• Lab reports
• Others
HRA highlights health risks but does not diagnose disease and should not replace consultation with a medical practitioner
HRA
Identification- Risks
Prediction- Morbidity/Mortality
Measurement- DALY/Productivity
Evaluation- Efficacy of Wellness Programs
Org
Team
Indl
Levels Purpose
CVS predictor
Oncology
Dementia
Diabetes
Others
Specific Calculators

12. Strategic Implementation- 6 Step model
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
12
Structure/Governance
Management
support
Wellness team
Strategy and
targets
Policies,
Framework,
Guidelines
Funding
Review/Evaluation
mechanisms
Assessment
Business
assessment
Worksite
Assessment
HRA
Evaluation
parameters (HRA,
SA/SP, HC costs,
WP Utilization,
Participation,
Retention, etc.)
Goals/Objectives
Qualitative/Quanti
tative reference
baseline
Alignment with
existing
strategies/process
es
Selection and
classification of
WP
Outcome
measurements
Project plan with
timeline spread
(ST/MT/LT)
DesignStrategy
Existing program
mapping
CBA- Self/Vendor
driven
Employee
engagement plan
Employee
incentivization
Implementationplan
Wellness plan
level targets
Timelines and
calenderization
Plans Execution
Record and data
maintenance
(wellness
calendar)
Review&Evaluation
Periodic
(Annual/Program
based)
Review guidelines
Outcome
parameters review
Feedbacks and
Surveys

13. Structure/Governance
Management
support
Wellness team
BMI reduction
Obesity- Policies,
Framework,
Guidelines
Funding-
Sessions/Devices/
Medications/reso
urces etc.
Review/Evaluation
mechanisms
Assessment
HRA-
Individual/Team/C
ompany level BMI
analysis
Evaluation
parameters (HRA-
BMI/Lipid/Co-
morbidities)
SA/SP/Worksite
disabilities
Goals/Objectives
Avg BMI-
Company/Team/In
dl levels
Integrate with
Emp KRA
WP- Step & calorie
trackers, Nutrition
counselling,
Walkathons,
Counselling
sessions
Track BMI
Project plan- 1 yr.
calenderized and
Indl plans
DesignStrategy
Existing program
mapping
Device- E.g. Fit bit,
Analytic tools
Employee
engagement plan
(Online/Offline/E
mails/Workshops/
Quiz/Homework
etc.)
Employee
incentivization
(Cash bonus with
reward certificate)
Implementationplan
BMI reduction by
2%
Timelines and
calenderization of
the program/s and
their execution
activities
Plans Execution
Record and data
maintenance (BMI
track record)
Review&Evaluation
End program- BMI
assessment
Outcome
parameters(BMI,
Emp participation,
SA/SP, others)
Feedbacks and
Surveys
Strategic Implementation :
Example (Obesity)
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
13

14. Thank you
drmukundkulkarni@yahoo.co.in
21-05-2018
Dr (Maj) Mukund Kulkarni, Free lancing Consultant Medical
Advisor
14