The use of advanced technological equipment and devices, as well as internet connectivity, has made life easier for people today. Despite its many advantages, technology has also had an adverse effect on personal health, with increased intake of fatty foods and declining rates of physical activity frequently cited as causes of noncommunicable diseases.
The Oxford Health Alliance defines noncommunicable diseases (NCDs) as simply “5Five71”: Five risk factors (physical inactivity, unhealthy diet, smoking, excess alcohol and mental disease) that lead to five NCDs (respiratory disease, cardiovascular diseases, chronic lung diseases and various cancers) that contribute to an average 71 percent of deaths in the world.
In Indonesia, noncommunicable diseases contribute to an average 73 percent of all deaths.
NCDs remain a threat to the health and prosperity of all people.
“We are facing a global pandemic that is unprecedented and everyone, including our customers, is striving to overcome the pandemic. We need to deal with the pandemic and ensure the best defense that we have for the pandemic by prioritizing our health and wellbeing,” says AIA President Director Sainthan Satyamoorthy.
The insurance and financial multinational is eager to be part of the solution in this regard, by providing the support Indonesians need to survive the pandemic through a value-sharing approach.
“That’s why we are launching AIA Vitality in Indonesia. AIA Vitality is a transformational movement to invite people to start making small changes, step-by-step realistic measures, to foster a long-term behavioral change that results in healthier, longer, better lives,” says Satyamoorthy.
The AIA Vitality aims to shift public perception on insurance from a payor into a partner. In the past, insurance was identified with the business of sickness and death, but today it is more connected to a healthy lifestyle.
The wellness program was introduced to Indonesia in the “All Well Indonesia” grand launch event on Jan. 3, 2021 featuring AIA Global Ambassador David Beckham and AIA Indonesia Brand Ambassador Christian Sugiono. It also presented a special performance by HONNE and special appearances by Raditya Dika and AIA Vitality Pillar Ambassador Anjasmara, as well as Chef Yuda Bustara, Putri Tanjung and Adjie Santosoputro.
Watch All Well Indonesia, the Indonesian launch of AIA Vitality:
“Imagine when people start enrolling in the AIA Vitality program and improve their quality of life, fewer people will get sick, medical costs will drop and decrease life pressures for every stakeholder – family, workplaces, medical infrastructure and the ecosystem as a whole,” says Satyamoorthy.
He says that AIA Vitality can be accessed via application, which is linked to AIA’s core life protection service in Indonesia
Find your way to pursue a healthier you with AIA Vitality:
Shared value approach
In a nutshell, AIA Vitality is a powerful iteration of the shared value business concept, delivering value for all stakeholders (customers, partners and AIA) and reestablishing insurance as a good and relevant business.
With a science-backed approach in helping customers getting to know and improving their health, AIA Vitality supports Indonesians as they start making small and realistic steps toward long-term behavioral changes that result in leading healthier lives.
“The program is backed with science and is scientifically proven to gain result in measurable improved outcomes and increased life expectancy rates. Indonesia’s life expectancy rate is 69 years, but Gold and Diamond Members are 87 years old,” Satyamoorthy says.
People who are members of the Vitality program do not easily get sick, and even when they do fall ill, they spend less time in a hospital compared to nonmembers, he added.
In alignment with AIA’s vision to be the leading and trusted life insurance provider, the Indonesian launch of AIA Vitality is part of its commitment to help millions of families in the country live healthier, longer and better lives.
“AIA Vitality is built upon a shared value approach so that each stakeholder [members, insurers and communities] can take part and benefit from the movement toward a healthy lifestyle. And this will transform the approach in the insurance industry,” Satyamoorthy emphasizes.
He says that AIA Vitality is an active rather than a passive program, in that it empowers and encourages members to manage and reduce their risk of health problems over time, and then share the value of their reduced risk.
“AIA Vitality is not a once-a-year insurance interaction. It’s a daily, weekly, long-term and sustained relationship with customers.
“The data-driven insights into our customers enable AIA to anticipate their insurance and financial needs as they change, so that we can be there for them at every life stage,” he explains.
Ultimately, through active customer participation in AIA Vitality, “public perception of traditional insurance will change from a payor to a partner.”
For the first time in the industry, insurers like AIA are proactively engaging with its customers, Satyamoorthy adds. “This is our purpose: to help millions of families in Indonesia live healthier, longer, better lives. It underpins how we do business.”
Insurance is about managing risk, he explains, and the healthier people are, the lower their chance of developing lifestyle-related health conditions and diseases.
“AIA Vitality is a powerful means of sharing value. Healthy people live longer and have lower medical costs. They place less pressure on everyone: their families and workplaces, the medical infrastructure and the region as a whole.
“More importantly, healthier people feel better and can do more of the things they love. They live life more fully. It’s a win-win for everyone,” he says.
AIA Vitality is backed by years of evidence-based science into factors that improve health outcomes.
“It is also supported by compelling statistics and results which prove its benefits. For example, a study of selected members found that 22 percent of those with an unhealthy BMI [body mass index] moved to a healthy BMI, and that 38 percent of those with unhealthy cholesterol levels were able to move to healthy levels while a member of the program,” Sathaymoorthy says.
“So, AIA Vitality is more than just a product or sales tool. It is at the heart of how AIA is making a real difference, delivering value and growth for the long term for customers, shareholders and the region.”
Rewarding Lifestyle
Satyamoorthy explains that AIA Vitality comprises three stages that help members monitor the progress they make in their lifestyle changes: Know Your Health, Improve Your Health, and Enjoy the Rewards.
The three-step cycle promotes sustainable, long-term behavioral change.
“When you know your health, you will know what you have to do to improve your health, whether you must eat well, move well, think well or plan well to achieve that,” Satyamoorthy says.
“The fun and engaging comes in the Enjoy the Rewards [stage]. With AIA Vitality connected to wearable devices to measure progress, members can redeem their progress with rewards.”
The Know Your Health stage provides members with insights into their personal health by assessing their exercise, nutrition and stress levels to produce a Vitality Age.
Improve Your Health challenges members to adopt a healthy lifestyle. Members earn points on completing each challenge for redeeming in the Enjoy the Rewards stage, for example, Gojek vouchers.
The program also carries a tiered membership, so the more points members collect, the higher they will progress through bronze, silver and gold to platinum.
Customer can enjoy cashback on AIA products that are integrated with AIA Vitality.
Watch to see how AIA Vitality works:
AIA Vitality aims to be the biggest health and wellness program in Indonesia. The insurer’s breakthrough concept embodies vital strategies for achieving everyday wellness: Eat Well, Move Well, Think Well and Plan Well.
Physical fitness is just one factor when it comes to holistic health and wellness. Diet, lifestyle habits, sleep patterns, nutrition, stress levels and mental health are some of the other factors that impact long-term health outcomes.
AIA Vitality thus takes a holistic, bespoke approach by catering to each member’s individual needs and desired outcomes to match their age, current health and life stage.
