A first for Israeli Healthcare: Maccabi and Vitality Group Partnership

Dec. 09, 2020 / Axell Team
Vitality-Maccabi

Israelis will be rewarded for maintaining a healthy lifestyle as leading HMO "Maccabi" partners with Vitality Group

HMO Maccabi Healthcare Services has signed an agreement with Vitality Group to activate the Vitality Healthy Lifestyle Program for the first time in Israel, a program to improve public health through intelligent technology, incentives and behavioral sciences.

The program is now being adapted to the Israeli market. Upon completion of the Israeli app, more than 2 million Maccabi members will be able to use the app to receive tailored physical activity recommendations, track activity and earn various rewards and discounts when reaching personal milestones.

The Vitality Program for Encouraging a Healthy Lifestyle was founded over 20 years ago in South Africa, serving over 20 million users in 24 markets including the UK, Germany, Japan and Argentina.

The collaboration was led by Axell CEO and Founder, Moshe Tamir, who acted as the Israel program representative for Vitality.

As one of the largest and longest-standing incentive-based health promotion programs of its kind, Vitality is guided by the wealth of data and information at its disposal. The Vitality program is able to continuously evolve its model by using its massive data asset – over 50 million life years of behavioral-linked insurance data.

Ran Saar, Maccabi CEO: “Maccabi is the best partner for our members in sickness but also in health. Our cooperation with Vitality sends a clear message to our patients: We will go as far as it takes to help you become healthier, including consumer benefits, which has been proven by Vitality to be a catalyst for action. In the future we intend to expand the goals of the program to more important health promotion activities so that even patients who will perform a mammogram or colonoscopy in time will receive benefits.”

Nirit Ben-Kish, Head of Marketing at Maccabi: “We understand our patients. They truly want to achieve higher level of health – so with Vitality we provide them the ladder. For centuries health promotion is done in the same way. Now we start a new era and expect to see results in the medium and long term.”

Mr Tamir said the partnership is a milestone for Israeli healthcare.

“I am proud of the opportunity to bring Vitality to Israel, and to partner with Maccabi Health Services, a truly innovative health organization.”

Moshe Tamir CEO and Founder Axell Tweet

“Given the state of the world, our mission to make people healthier and enhance and protect their lives has taken on even greater importance”, said Barry Swartzberg, CEO of Vitality Group. “We are thrilled to have the opportunity to bring the Vitality platform to the Israeli market. Maccabi is the perfect partner to help us improve the health and wellness of Israelis.”

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