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Benefits provider launches rewards system for ‘good health behaviour’

Canadians will now be rewarded for good health behaviour through Green Shield Canada's (GSC) Change4Life health portal, a first in the country, according to the company.

May 26, 2015  By Massage Therapy Canada staff

The online health management site not only supports and encourages
healthy behaviours – it will reward them. This marks the first time a
Canadian health benefits provider will attempt to positively influence
Canadian employees’ health behaviour through incentives and rewards.

on behavioural economics (the science of how people make – and don’t
make – rational choices), the portal incorporates a points-and-rewards
program that nudges Canadian employees to take small, achievable steps
towards better health in exchange for points. Those points can then be
used to win a variety of rewards including gift cards from major
retailers such as Sport Chek and Sobeys.

The Change4Life portal
is now available to all of GSC’s plan members, free of charge. They will
be encouraged to complete a health risk assessment (HRA) to produce a
personal health score. They will then be directed to online tools,
resources and health education tailored to their specific needs. The
tools include a step tracker, monitoring of blood pressure and
cholesterol, and medication reminders.

The Change4Life health
portal is a key part of GSC’s effort to shift the benefits industry’s
focus towards addressing one of the biggest issues facing the health of
Canadians today – chronic disease. Research has shown that chronic
diseases such as hypertension, diabetes and cholesterol can improve
significantly when patients improve their health behaviour.


have been spending much of our time on rethinking employee health
benefit plans in light of the emerging health challenges of Canadians,”
said Peter Gove, GSC’s innovation leader for health management. “Our
research indicates that our focus should be on engaging plan members in
the effective management of their own health. Because the keys to
changing behaviours include ease of access to resources and
reinforcement of positive change, we know that Change4Life can make a
significant contribution.”

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