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Executive summary

1.1

Target for the company

The target for De Friesland is to make their customers (and even perhaps noncustomers) more aware of their own health. De Friesland wants to prevent an
illness or for example a burnout instead of healing it. To reach this target there is
a lot of information needed from the customer which can be generated by
making use of wearables which De Friesland can provide to their customer. In
order to convince more people to become healthier De Friesland created a health
program for their customers: Fan van Fit.

1.2

Description company

De Friesland Zorgverzekeraar is a Dutch health insurance company which has the


ambition to guarantee good health care and quality life for her customers. They
achieve this by co creating their products and services with their customers, and
by creating partnerships with healthcare providers.

1.3

Problem definition

As mentioned, the problem with the mentioned target is that you need to have a
lot of information, information that is private to their customers. How can you
make these people provide you the information that you want? And each group of
customers needs their own way to reach them. In this report we are going to
show how the customer segment of the unhealthy lifestyle people can be
reached in order to change their lifestyle to become more aware of their own
health. When this works De Friesland can save money by preventing instead of
curing. To make more clear what information precisely is needed the following
main question and sub questions can be made. In the report Jelle is our person
which connects to the unhealthy lifestyle customer segment, when we mention
Jelle we talk about the customer segment of unhealthy lifestyle people in regular.
Main question: How can De Friesland motivate their customer segment of people
with an unhealthy lifestyle to share information about their health?
Sub questions:
-

How does Jelle want to be reached?


What type of information providing for De Friesland fits Jelle?
Is Jelle aware of his/hers own unhealthy lifestyle?
Does Jelle wants to change?
What benefits a person like Jelle can get from a company like De Friesland?

Business Model Generation

Jelle: Become healthy for his kid

Obesityincreasestheriskofdevelopingtype2diabetes(byupto80timescomparedtothe
nonobese)andcoronaryheartdisease(by23times)andisassociatedwithhypertensionand
otherdebilitatingconditions(McPhersonetal2007).Despitegovernmenttargetstohaltthe
growthinobesity,ratesofobesityinbothadultsandchildrenhavecontinuedtoriserapidly
(Wanlessetal2007)andareprojectedtocontinuetorise(Butlandetal2007).In200624per
centofadultsaged16oroverinEnglandand16percentofchildrenaged2to15were
classifiedasobese,anincreasefrom15percentin1993foradultsand11percentin1995
amongchildren(InformationCentre2008).
Poordietandasedentarylifestylebothcontributetotheproblemofobesity.Theseareinturn
influencedbyarangeoffactorsincludingappetitecontrolinthebrain,forceofdietaryhabits,
and psychological ambivalence experienced by individuals in making lifestyle choices
(Butlandetal2007).TheChiefMedicalOfficerhasrecommendedthatadultstakeatleast30
minutes of moderateintensity activity at least five times a week. For children the
recommendedlevelis60minutesormoreofphysicalactivityeveryday.In200640percent
ofmenand28percentofwomen,70percentofboysand59percentofgirlsmetthe
recommendedlevels(InformationCentre2008).Thegovernmentrecommendsthateveryone
shouldconsumeatleastfiveportionsoffruitandvegetablesaday;28percentofmenand32
percentofwomen,19percentofboysand22percentofgirlsconsumedrecommended
levelsin2006(InformationCentre2008).

Again there are socioeconomic inequalities in both the level of physical activity and
consumption of fruit and vegetables (Information Centre 2008). These issues present
significantchallenges tothegovernmentandtotheNHS.Effectivestrategiesneedtobe
identifiedtoimprovethepopulationshealthandtoreducehealthinequalities.Inadditionto
societalpolicies(suchasthesmokingbanandtheprovisionofcyclinglanes),thegovernment
hascommittedtosupportingindividualstomodifythesebehaviours.ChoosingHealthsetout
recommendationstocreateahealthpromotingNHS.Thereportfocusedmostlyongiving
adviceaswellasofferingaccesstoNHSStopSmokingservicesandpracticalsupporton
healthyeating,exercise,weightgain,andclinicaltreatmentforobesity(DepartmentofHealth
2004).Morerecentlythegovernmentpublishedacomprehensivestrategy(Departmentof
Health2008a)totackleobesityinresponsetotheForesightreportonobesity.
Thisstrategycommitstotakeactioninanumberofareasincludinginvestinginawalking
campaignandsupportingthecommissioningofmoreweightmanagementservices.Butwhat
evidence is there that these behavioural interventions are effective? This paper seeks to
answerthatquestion.

Whatdoesittaketochange?
Thereisalargebodyoftheoreticalworkthathassoughttoexplainthedeterminantsofhuman
behaviour.Healthbehaviourtheoryhasaplethoraoftheoreticalconstructs,whichareoften
very similar or indeed identical to each other but use different terminology (Noar and
Zimmerman2005).
Attemptshavebeenmadetodevelopanintegratedtheoryandtodistilsimilarconceptsfrom
the different theories (Noar and Zimmerman 2005; Michie et al 2005). There are many
differentideasaboutwhatfactorsaffectwhethersomeonewillchange(andmaintain)lifestyle
behaviours.Herewefocusonthosetheories(andelementsofthem)thatfocusonapersons
motivationtochange(andthefactorsthatinfluencemotivation)andtheirselfconfidenceto
make that change as these are understood to be important individual level factors in
determiningbehaviourchange.

Mostofthemaintheoriesincludeaconceptrelatingtoconfidence(ie,beliefinonesability
to perform the behaviour) and to motivation (ie, ones desire or will to engage in the
behaviour).Inareviewofthepsychologicalliteratureonbehaviourchange,Michieetal
(2005) identified 12 domains including: knowledge; skills; social/professional role and
identity; beliefs about capabilities; beliefs about consequences; motivation and goals;
memory, attention and decision process; environmental context and resources; social
influences;emotion;behaviouralregulation;andnatureofthebehaviours.Table1presents
twoofthedomainsbeliefsaboutcapabilitiesandmotivationandgoalsandincludessome
related questions that might be posed in investigating the behaviours of interest here
smoking,dietandexercise

TheFrieslandmakesitscustomerfanofFit!
Fit is a fan of a brand loyalty program whereby insured at De Friesland points can be
redeemed for free products, interesting workshops, fun events and e-health programs. They
provided the functional, graphic and technical realization of the seamlessly to shop custom
designed at the back office of the Friesland Zorgverzekeraar. Everyone should be able to
enjoy an extra helping hand when it comes to your health. Fan of Fit is an online store, which
is designed to thank you as a customer of De Friesland.

References
ButlandB,JebbS,KopelmanP,McPhersonK,ThomasS,MardellJ,ParryV(2007).Foresight.Tackling
Obesities:FutureChoicesProjectreport.London:GovernmentOfficeforScience,DepartmentofInnovation,
UniversitiesandSkills.

McPhersonK,MarshT,BrownM(2007).Foresight.TacklingObesities:FutureChoicesModellingFuture
TrendsinObesityandtheImpactonHealth,2nded.London:GovernmentOfficeforScience,Departmentof
Innovation,UniversitiesandSkills.

WanlessD,ApplebyJ,HarrisonA,PatelD(2007).OurFutureHealthSecured?AreviewofNHSfundingand
performance.London:KingsFund.

NationalInstituteforHealthandClinicalExcellence(2006a).BriefInterventionsandReferralforSmoking
CessationinPrimaryCareandOtherSettings.London:NICE.NationalInstituteforHealthandClinical
Excellence(2006b).
FourCommonlyUsedMethodstoIncreasePhysicalActivity:Briefinterventionsinprimarycare,exercise
referralschemes,pedometersandcommunitybasedexerciseprogrammesforwalkingandcycling.London:
NICE.
NationalInstituteforHealthandClinicalExcellence(2006c).Obesity:Theprevention,identification,
assessmentandmanagementofoverweightandobesityinadultsandchildren.London:NICE.
NoarSM,ZimmermanRS(2005).HealthBehaviorTheoryandcumulativeknowledgeregardinghealth
behaviors:arewemovingintherightdirection?HealthEducationResearch,vol20,no3,pp275290.

MichieS,RumseyN,FussellA,HardemanW,JohnstonM,NewmanSYardleyL(2008a).Improvinghealth:
changingbehaviour.TheNHSHealthTrainerHandbook.Availableat:www.dh.gov.uk/en/
Publichealth/Healthinequalities/HealthTrainersusefullinks/index.htm
MichieS,JochelsonK,MarkhamWA,BridleC(2008b).LowincomeGroupsandBehaviourChange
Interventions:Areviewofinterventioncontentandeffectiveness.London:KingsFund.

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