Madison Life Insurance Company Zambia Limited(MLife) is a specialist Life insurance company and Vitality Health International a globally recognized, science-based wellness program that provides the tools and support to help people know their health, have announced the launch of new health insurance offerings in Zambia, aimed at enhancing the quality of life of Zambian citizens.
As part of the partnership, Vitality Health International will provide a unique insurance product that focuses on well-being and aims to positively impact people’s health outcomes while improving and protecting their lives. The product includes exciting enhancements customized for Employees in Zambia to provide their employees, such as the Vitality Malaria Benefit and funeral cover benefits.
MLife is a highly trusted brand that pioneered the introduction of health insurance in Zambia, while Vitality Health International is an innovative healthcare insurer owned by multi-award-winning South African insurer Discovery, which pioneered the Vitality Shared-value Insurance model in South Africa, changing the insurance landscape with a health insurance model that rewards people for living healthier lives.
Speaking during the Launch of the new product, Managing Director of Madison Financial Services, Agnes Chakonta, said for more than 30 years, Madison Life Insurance has had an expansive presence in Zambia. “As one of Zambia’s leading insurers, we take pride in our innovative services and dedication to our clients. We believe that working in partnership with Vitality Health International, we will enhance the quality of life for our clients and their loved ones.”
Chikonta said the partnership aligns with MLife’s promise to the people of Zambia “Protecting you all the way.” The specialist insurance company’s products, with wellness at their core, put customers first and protect them physically, mentally, financially, and emotionally.
“The Vitality Health International health insurance offering is unique as it combines data analytics with rewards and incentives that directly encourage people to make healthier choices. Employers are rewarded with a cashback of up to 10% for encouraging their employees to get healthy, while employees can earn exciting weekly rewards with Vitality Health International’s range of rewards partners, including MTN, where vouchers can be redeemed for achieving their goals, or employees can choose to donate towards a life-changing vaccine. The shared-value approach enables employees, employers, and Vitality Health International to share in the value and benefits of healthy behavior by lowering healthcare costs for employers and employees, while decreasing the claims risks for Vitality Health International.”
Vitality Health International Africa Chief Executive Officer, Emma Knox highlighted that Vitality Health International model is highly relevant for the African market, considering three key consumer trends that are impacting the healthcare landscape.
She explained that Firstly, healthcare in Africa is ready for disruption, and the industry is ready for innovation. Secondly, Africa is going through a disease profile shift, with lifestyle diseases such as obesity, diabetes, and cardiovascular disease emerging as the main cause of death in sub-Saharan Africa. “Lastly, Africa’s young population is adopting digital technology and connection at a rapid rate, making the app-based Vitality program ideal for the market.”
She said MLife and Vitality Health International’s partnership is a significant step towards achieving the goal of positively impacting people’s health outcomes while improving and protecting their lives. “By partnering with Goodbye Malaria, the social benefit organization, Vitality Health International aims to accelerate the fight against malaria, a disease that is still taking an unrelenting toll on human health in Africa. The partnership will have a strategic focus on the fight against malaria, with the aim of potentially eradicating this deadly, yet preventable, disease in years to come.”
“Added to this there is an estimated 100 million people in Africa suffering from clinical depression. Employers are looking for more holistic screening and well-being solutions,” says Knox.
The Vitality programme also enables Vitality Health International to provide an on-site wellness experience for employers. Vitality Health Checks, conducted by experienced healthcare wellness specialists, are an essential aspect of the Vitality programme because employees get to understand their current health status and lifestyle risks, which is the first step towards changing behaviour and then starting to get rewarded for healthier choices.
Knox says: “As a data-driven organization, Discovery Health tracks trends emerging from 3.7 million medical scheme members of 19 administered medical schemes in South Africa. This data shows an increase in screening rates with clients who have signed up for Vitality. A number of studies have also found that the overall impact of Vitality on mortality rates is significant. Very engaged members who are on Gold and Diamond status with Vitality are estimated to have reduced mortality risk as a result of healthier lifestyles, increasing their life expectancy to 87 compared to 67 for the insured population in South Africa.”
After each on-site Vitality wellness day, comprehensive reports with metrics and unique insights are shared with employers to help them improve health outcomes for their employees. Knox adds: “The Vitality wellness days that we have conducted in other African markets have been extremely impactful in helping employees understand their health and these events will continue to evolve and improve over time.”
Tailored to the unique needs of each market it operates in, Vitality Health International offers a comprehensive range of benefit plans including in-country, Africa Roaming and Worldwide (excluding USA) coverage, structured according to each employer’s area coverage needs and budgets. While the health insurance offering caters for employers looking for in-country benefit plans to cover staff who stay permanently in Zambia and don’t travel for business, it is also particularly attractive to new -generation expatriates (Zambians returning home after studying abroad) and employees who travel and want to be covered both inside and outside the borders of Zambia.
Vitality Health International offers five health insurance options, with comprehensive cover across all benefits. Employers have the option for their employees to access the Vitality program, available on all benefit options.
Vitality Health International has pioneered the first-to-market Vitality Malaria Benefit, available across all Vitality Health International plans. It includes a rapid diagnostic test for employers to make available for their employees. Over-the-counter medication will also be made available where a positive result is picked up. The Vitality Malaria Benefit dovetails perfectly with Vitality Health International’s partnership with Goodbye Malaria, with the aim of achieving zero malaria in our lifetime.
Vitality Health International also offers a life-changing supportive benefit, Vitality Standby-U cover. This cover offers a holistic return to wellness following the loss of a loved one. The benefit provides financial support in the form of a lump-sum payment and a data and voice bundle in partnership with MTN. Emotional and physical health support is offered through.
Commenting on emerging healthcare trends during the roadshow, Knox said: “We are bringing a completely new type of health insurance to the rest of Africa. One that focuses on mental and physical wellness. Our offering has been specifically developed for the African market. It is an innovative, digitally-enabled solution that promotes preventive screening and offers incentivized healthy behaviors through our exciting new cross-continental rewards partners. All three emerging trends offer a unique opportunity for Vitality Health International to make a significant impact in these markets.”
She added that last year, Vitality Health International, announced a partnership with the social benefit organization, Goodbye Malaria, to accelerate the fight against malaria, a disease that is still taking an unrelenting toll on human health in Africa.
“Vitality Health International’s health insurance offering is aimed at positively impacting people’s health outcomes while improving and protecting their lives. By partnering with Goodbye Malaria, we are taking a significant step towards achieving this goal. We believe that by working together, we can reduce the negative impact of malaria and save many lives on the continent” says Emma Knox, CEO of Vitality Health International: Africa. “Malaria remains the most prevalent disease in Africa with a major impact on the lives and livelihoods of the most vulnerable with $12 billion lost in productivity every year.”
This partnership will have a strategic focus in the fight against malaria with the aim to potentially eradicate this deadly, yet preventable, disease in years to come.
“Our health insurance model, with the Vitality program at its core, is highly relevant in the context of the changing landscape. Vitality Health International’s unique healthcare solutions that reward healthy living can assist employer groups in managing employee health for the best business and individual outcomes. The shared-value model also brings down the insurance risk and improves performance as an insurer. At the same time, Vitality Health International is contributing towards a healthier society over time,” Knox concludes.
Meanwhile, Deputy Registrar-Insurance of the Pensions and Insurance Authority of Zambia, Dr Brian Manchishi, welcomed this partnership adding that the initiative will help to grow the insurance sector in Zambia.
