#17: Vitality’s Innovation – Sharing Value

“Vitality” is an extraordinarily innovative loyalty programme launched in South Africa in the 1990’s.

Built on the concept of rewarding customers for taking responsibility for their own health, it’s run by “Discovery” – a health insurance company with a goal to minimise health claims, and actively incentivises its customers accordingly. By “sharing the value” and rewarding a healthier lifestyle, Vitality has driven dramatic behaviour changes, resulting in a true masterclass in loyalty marketing.

Listen to this article to learn how the “Vitality” programmes uses a combination of long term and short term incentives and a genuine commitment to helping its customers achieve their goals in order to drive lifelong health and customer loyalty.