Chennai: Insurance companies are keeping tabs on the regimen and diet of policyholders with pre-existing medical conditions, to reward those who stay on the wagon and knock those who don't.
Given that stress will exacerbate any illness, that makes one wonder if they're doing their clients a service or disservice. After all, the last thing someone with, say, diabetes and hypertension, wants is a company rep to leap out from behind a screen and exclaim: "Don't eat that gulab jamun!"
Seriously, though, in what appears to be a well thought out programme, several insurance companies have launched carrot-and-stick policies to keep their policyholders in shape.
Play by the rules, live a healthy lifestyle, and the companies offer you various benefits, including reduced annual premiums; fall off the wagon and you'll have to pay higher premiums.
All of these wellness programmes are for people with pre-existing medical conditions like diabetes, hypertension, cancer and other lifestyle ailments.
To keep discreet but thorough checks on their policyholders, the companies have tied up with gymnasiums, dieticians, doctors and fitness consultants - and they believe it will help policyholders stay on the straight and narrow road to fitness. Among the companies on the ball are Bajaj Allianz General Insurance, Cigna TTK Health Insurance and Star Health and Allied Insurance Co.
Cigna TTK Health Insurance, for instance, covers diabetes mellitus and diabetes insipidus as part of its ProHealth insurance policy. It offers a "health coach" programme for policyholders with patients with these conditions.
The firm assigns health mentors, dieticians and fitness experts to policyholders to help them achieve health goals.
"We first organise an orientation call with a trained health coach," Cigna TTK Health Insurance MD & CEO Sandeep Patel says.
"After this we assess the policyholder's health risk with diagnostic tools and tests. Then we draw up a plan that will help them take baby steps to healthier, sustainable long-term habits."
Cigna TTK gives its customers a 'Health Passport' - which lists a personalised meal plan and lifestyle activity plan.
"We talk to them at length, find out what they like to eat and then draw up a chart," Patel said. "We try to substitute ingredients in a policyholder's favourite recipes with healthier options; we customise recipes to suit their palate."
And it doesn't stop with dietary changes, Cigna TTK also regularly sends emails, follows up with policyholders and sends them reminders. It measures a customer's progress across several metrics such as reduction in blood sugar levels, reduction in blood pressure, adherence to medication, adherence to diet plans and weight loss achievement at regularly intervals.
"I stuck to the diet advised by my health coach. I lost 4kg in a month and stopped my diabetes medication as my sugar levels are now well under control," says Manjit Chugh, a Cigna TTK health coach user. Apart from general wellbeing, customers also earn brownie points to increase benefits or reduce the annual premium they pay.
Bajaj Allianz General Insurance covers people with critical illnesses like cancer. To get more people on board, the company has tied up with spas, salons, and gyms. Bajaj Allianz gives discounts on trips, hotel stays and lifestyle products - from shoes, bags and clothes to cookies. The insurer also has tie-ups with online pharmacies, diagnostic scan centres and eye care and dental care facilities to give its policyholders discounts.
"We have a 24/7 doctor-on-call facility for policyholders," a Bajaj Allianz spokesperson says. "They can share their concerns and receive expert advice. Policyholders can also contact us for informed second medical opinions in case they are uncomfortable or wary of what they have been told by their regular doctor."
Star Health and Allied Insurance Co, which also offers critical illness cover, runs its own wellness programmes in schools, corporate houses and homes. A Star Health policyholder can now opt to hit the gym every day or go to aerobic dance classes or maybe something fancier like sessions in Chinese martial art tai chi.
With the tagline 'Move more, it's your mantra to health and wellness!' Star Health offers policyholders incentives in collaboration with brands like Adidas, eBay, FunCity, Marrybrown, Indian Terrain, Cookie Man. Move more, get more discounts.
"We are active on Twitter, Facebook and we have our own website," a Star Health spokesman says. "We constantly post health tips, recipes and exercise schedules for our policyholders. We have online forums and we are very invested in our policyholders' health."
CARROT AND STICK
How insurers reward and punish policy-holders
Pros:
-Experts to tend to policy holder's needs
-Membership in gyms, spas, dance classes
-Discounts at online pharmacies, travel portals, hotels, diagnostic centres