fia focus
a flair for two of the above, we’re well placed to reap charities, creating easily accessible programmes and
the rewards – provided we can improve our evidence pathways, we can support those seeking information on
capture and interpretation capability. This will be a major managing their own health conditions and encourage
challenge for us in 2010. them to self-refer to our facilities.
However, those responsible for meeting the increased
neW areas of focus: condition demands of self-referrers will require the same skill sets as
management, older people and their peers delivering GP referral programmes, and we’ll
mental health need to up-skill our delivery team to ensure we meet the
Consumers’ increasing awareness of the direct correlation demands of this new wave of business.
between exercise and managing diagnosed chronic The growth in the UK’s ageing population, along with
conditions, along with their desire to manage their the many issues – such as stress and depression – relating
conditions via prescribed exercise independent of their to mental health, will also challenge those responsible for
physicians, will be a great catalyst for us in 2010. developing and delivering the programmes needed to meet
It’s very possible that self-referral, driven by medical the growing demand in this corner of the healthcare sector.
charities, may become bigger than direct GP referral. The fitness sector has already been criticised in
Someone diagnosed with diabetes, for example, is government documents for failing to adapt to the
likely to search online for information on managing the opportunities provided by the ageing population: 2010 will
condition, and will probably find themselves directed give us the opportunity to refute that criticism.
to the Diabetes UK website. By linking in with these
partnering blue chip brands
©
I
S The health and fitness sector is currently the golden child
T
o
CKPH of the Department of Health. Exercise referral, subsidised
o
memberships, MoreActive4Life and scores of other local
T
o
programmes and initiatives highlight the fact that we’re a
.
C
o
M
sector in demand, and it looks as though this trend will
/M
AL
continue into 2010 at both a national and a local level.
TE
R
This relationship has raised the relevance and importance
o
GER of our sector to the major food and FMCG brands, many of
which have already intimated that they want to support and
promote the public health agenda. Do not be surprised,
therefore, if 2010 is the year in which some major brands
partner with our sector and work collaboratively to get
more people more active more often.
In addition, expect influential charities such as Diabetes
UK, British Heart Foundation and Cancer Research UK
to play more prominent roles in the sector and advocate
our benefits more explicitly to their constituencies. As
the links between our services and the prevention and
We must create pathways to self-referral for those management of medical conditions develop, this trend
seeking information on managing medical conditions will only continue.
50
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