Student Dissertation

Agency : Wellness Programs; Aetna; Cigna; Discovery Vitality; Indian Wellness Programs

Objective : The main objective of the study is to explore the methods adopted by the leading Healthcare companies: Aetna, Cigna & Discovery Vitality to run their wellness Programs initiatives and in India • Other Objectives includes: o To study the various wellness programs offered by the leading international healthcare companies Aetna, Cigna & Discovery Vitality and in India. o To study the consumer engagement strategies implemented in foreign countries & in India

Background : Foreign Healthcare companies like Aetna, Cigna and Discovery Vitality have already successfully implemented their wellness initiatives in the global market and constantly providing innovative healthcare solution to its customers in order to stay competitive in the market, increase productivity. However, India constitutes only 2 % of the global wellness market in terms of market share which evidently points at the under utilization of the potential and the wellness quotient that India treasures. Also, 50 % of the Indian wellness sector is fragmented & needs to be brought under the sphere of organized sector. This study was conducted to explore the methods adopted by the leading international healthcare companies in the wellness industry: Aetna, Cigna & discovery Vitality and their strategy & approach of running the wellness programs, efforts to engage customers & how these concepts can be helpful for designing and promoting any wellness program initiatives in India. This report also provides an overview of the Indian wellness industry, approach of running the wellness programs and the various challenges faced by user, provider and on media's end and provides recommendations for the same.

Methodology : Secondary, qualitative data of the companies Aetna, Cigna & Discovery and wellness industry in India was collected through newspaper articles, customer blogs, testimonials, company websites & videos

Findings : 50% percent of Indian wellness market is unorganized hence there is scope to bring it under the sphere of organized sector. Consumer lifestyles along with growing influence of global trends are now changing the face of wellness and wellness is becoming a part of a consumer’s everyday life. There is an increasing number of Indians willing to pay big bucks to feel good & improve health with a growing demand among entrepreneurs for the wellness services. As a result an immense potential exists in the wellness sector. This report reviews that to successfully engage people with Health and wellness products and messages, communicators need to know and understand their Healthcare needs & what is going to engage them in Healthy behaviors. Also, companies need to Educate & Aware on Wellness programs and tools that will reach people where they intersect with technology and wellbeing in order to change behaviors and drive better habits.

Recommendations : We find that wellness programs have become common workplace benefit. Well-executed programs can improve employee health meaningfully, and lead to significant reductions in the health care cost. To successfully engage people with Health and wellness products and messages, communicators need to know and understand their Healthcare needs & what is going to engage them in Healthy behaviors.


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