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“Wellbeing needs to be an area of innovation, and opened up to a whole range of different providers”

Customers still place a high value on face-to-face interaction with Nuffield’s extensive team of health and wellbeing experts

TRACKING WELLBEING Nuffield, a registered charity since its inception in 1957, is not an organisation to rest on its laurels or simply follow current trends. The products it has more recently launched – like the wellbeing package memberships into the consumer market, and its all-new health assessments targeting the corporate market – position it ever more strongly as a leader in the field of wellbeing and prevention. “We’re calling it the new Nuffield

paradigm. Over the past eight years, we’ve gradually focused a third of our business in the areas of prevention and wellbeing,” says Jones. The new and improved Nuffield

Health health assessment for businesses was rolled out last month and is being supported by a new digital e-health platform to make the service more accessible. Jones explains: “We’ve worked for two years to create one of biggest shifts in the health assessment arena. These products have always represented an in-depth assessment, but only at one point in time. Now Nuffield is shifting from one-off assessments to creating a package of care for an individual’s ongoing needs.” Under its new slogan of ‘With you

for the journey’, Jones says the new assessments will be used to form packages that might now engage the individual for one to two years, depending on their needs. They may, for example, need support with training for a marathon, or have ongoing joint problems that need managing. The digital platform will have a new

online booking portal to facilitate connections with Nuffield advisors and experts. Alongside this is the Nuffield HealthScore app – a clinically validated online and mobile fitness and

lifestyle tool that combines expert knowledge about fitness and wellbeing with the latest smart technology. With it, employees can monitor their health and progress anytime, anywhere. HealthScore considers all aspects of an individual’s health and tracks their progress in real time via smartphone, tablet, desktop or laptop. “Nuffield HealthScore allows the user

to do all sorts of fun things to track their health and wellbeing,” says Jones.

“Users can access it from any mobile device, and there’s a dynamic health score of 1,000 which can go up or down each day depending on their input.” There’s an exercise tracker that links

into the GPS on the user’s phone to track daily activities such as walking, yoga and gardening, as well as a nutrition coach that gives prompts about healthy eating based on the Mediterranean diet. The platform can even link directly to blood pressure or heart rate monitors to take real-time data. Jones adds: “We’ll be measuring both

sleep and stress levels – stress being one of the fastest growing areas of attention in corporate wellbeing. From our medical expertise, we know heart rate variability is an important indicator of stress, and we can measure that using heart rate monitors and translate the data more easily and directly through the platform.” The Nuffield HealthScore is an

integral part of the new corporate offer, but has also been made available in half of Nuffield’s consumer health and fitness clubs – either bought as an add-on or offered as part of the wellness package – with the rollout to the full estate due to be completed by September 2014. However, Jones is keen to add: “I

don’t think simply adding digital products works in itself. You have to integrate

36 Read Health Club Management online at

them into user journey and ensure they add value to everything else you’re doing, making sure it’s totally joined-up. “People still place a high value on

face-to-face interactions with our health specialists. That said, I’d say currently three in 10 of our customers like to engage with online platforms, and that figure is growing all the time.”

HEALTH MOTS While his recent focus has been on the corporate market, Jones is equally enthusiastic about Nuffield’s developments in the consumer arena. Everyone who joins a Nuffield health

club is entitled to a free Health MOT – a 12-point health assessment that looks at key indicators and risk factors like blood pressure, cholesterol, blood glucose, etc. This is then used to create a personalised assessment, which can help the member make decisions about what kind of health and fitness programme they wish to follow. Jones says the uptake of the MOTs

– launched in 2012 – is extremely high, with over 100,000 tests, both initial and follow-ups, being undertaken across its consumer estate each year. With its push further into prevention

and wellbeing, Nuffield also launched its Wellbeing Package in the summer of 2013, and Jones says the charity recently signed up its 5,000th wellbeing member:

“It’s been so successful that we’ve had to accelerate the rollout. It’s currently offered in just over half of our clubs and will be offered in all of them in 2015.” For an upgraded, tiered membership

(£60–£90 a month, compared to around £50 for the standard membership), wellness members are assigned their own health mentor who they speak to regularly, and receive more joined-up

May 2014 © Cybertrek 2014

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