Read the Conversation
EF: What is Vitality Health International's shared value and offering, and what are you looking to achieve first?
EK: Vitality Health International is part of the Discovery Group. Discovery was founded 30 years ago on the concept that health insurance should not be something that just pays out when you are sick. Instead, it should be something that you invest in to make yourself healthier and stay healthier for longer. Discovery has been expanding over the last 20 years, and we are now present in 40 countries worldwide and impacting 40 million lives.
One of our most recent expansions is across the African continent. We launched Vitality Health International Africa in January 2022 with the vision of taking this model of a new, positively disruptive healthcare system to the continent. We know that the penetration of health insurance on the continent is about three percent across the continent, varying across different countries. We see the opportunity to be able to positively impact the industry with our model. The African population is young, and interestingly, the average age of our cohort in Africa is 24. This is a really young cohort of people, and they are interested in a different type of health insurance than just a fund that pays when you are sick. We want to make sure that we have something that is relevant for the countries that we go to. We have a product that, as soon as you start health insurance with us, you first have a detailed wellness check, and this is at the center of the shared value model that we talk about.
One of the key ways to improve your health is to first know your health. At Vitality Health International, we believe everybody can be a healthier version of themselves, and understanding your health is the first step to doing that. We cover corporate or employer groups, provide health insurance to the full population, and offer health checks including blood glucose, BMI, etc., so that you can better understand your health. The next step is to take you on a journey to improve your health. We then incentivize people each week to make themselves healthier. This could be in the form of going for a run, walking 10,000 steps, completing questionnaires on your sleep quality or your mental health, doing the next appropriate screening such as a mammogram, or whatever is appropriate for you at your stage in life. We reward you weekly.
We have worked to understand what drives people in different countries. It is very different from South Africa to the UK to Nigeria to Zambia, and one of the driving factors we see across Africa is mobile data. We have partnerships with Safaricom, Vodacom, and MTN, through which we provide you with mobile data each week if you hit your goals. We also have partnerships with Jumia, Uber, and UberEats. Each week, you get a voucher congratulating you for hitting your goal.
We also have the opportunity to donate to UNICEF. If you do not want to have vouchers, you can donate your reward towards a vaccine in your country. The concept of shared value revolves around creating this virtuous cycle whereby we help you understand your health, we help you know what to do to improve and keep yourself healthier, and this is obvious for you and also good for your employer because you have fewer sick days and are more productive. We have exhaustive data that underpins how having positive health insurance and the Vitality behaviuoral change model make a difference in productivity. The insurer has fewer claims, and there will be less burden on the healthcare system.
EF: What are the key drivers to succeeding in deploying the Vitality initiative in Africa?
EK: We have had 30 years of developing this model within Discovery, and the last 20 years of taking it to multiple different countries. One thing is very clear: each country is different. We know that each country has different needs and different requirements and at Vitality and Discovery, we have deep experience and understanding of health insurance and behavioral change. We do not have a deep and long understanding of Nigeria, Kenya, or Mozambique. To succeed in those countries, we do it through partnerships. I strongly believe that having a great partner in a country with that depth of knowledge is pivotal for our growth.
We partner in every country with a health insurance company that has that depth of knowledge of the healthcare system, healthcare delivery, and the insurance market. We partner with them and make our product available in each country. We also have a partnership with the Medical Service Organization (MSO), and they have been operating in Africa for more than 15 years. They manage our provider networks. They are in 52 African countries and have more than 6000 providers that they contract with. Through our partnership with them, we can leverage their experience across the continent and with those different providers to make sure that our members are able to get the care they need, wherever they are on the continent.
There is an African proverb, which I strongly believe in, that says, "If you want to go fast, go alone. If you want to go far, go together." That is the model that we utilise across the continent: having the right partners so that we can go far.
EF: What are your priorities for Vitality Health International?
EK: Our fundamental priority is to positively disrupt access to healthcare on the continent so that more people are able to get access to healthcare. At the moment, health insurance penetration is low across the different countries, and we want to be part of changing that. We want to change people's understanding of health insurance and for companies to understand that having health insurance for their employees is a positive benefit for that company. It improves productivity, reduces absenteeism, and is a positive thing for the company and for the individual. The concept of health insurance being something that is needed and the benefits of it are definitely priorities for us.
We also want to make sure that we have a product of value for the African continent. We have designed a product specifically for the different countries that we operate in. We are in five countries at the moment: Nigeria, Kenya, Zambia, Mozambique, and the DRC. Having a product that brings real value to individuals and companies in each of those countries and being part of this virtuous cycle where we as a health insurer go into the countries and change the landscape of health insurance, we also attract more private hospitals and private providers so that we are a part of improving access to healthcare all in that country. In every country across Africa, there is a high burden of disease and a lack of service. That is not unique to any country. By having a strong private healthcare system, we believe we can help alleviate the burden on the state system and improve healthcare more generally across the country.
Underpinning everything that we do, the number one priority is to make people healthier. We want to enhance and protect their lives, and we do that through our Vitality behavioural change programme.
Our offerings to businesses and corporations are not just for CEOs. Our offer is for everyone in the company. We have a suite of different offerings where we aim to cover the CEO, the truck driver, the mine worker, and the call center worker. We have the ability to cover people worldwide, whether they travel across the continent or just in the country that they work in. We also cover each individual's family. There are many people who would not normally have access to the kind of healthcare that we offer without that kind of product.
EF: How do you balance the priorities of which countries you are getting into? What are the criteria that you use to get into different countries?
EK: As we expanded across Africa, selecting countries and determining our phased approach were crucial decisions. Our assessment focused on key drivers.
Firstly, we evaluated the existing health insurance penetration and healthcare infrastructure in each country. Access to private healthcare providers is essential for effective health insurance coverage. We also analyzed the local healthcare system and assessed if there was a need for product innovation or an opportunity to positively disrupt the market.
Additionally, we carefully considered the regulatory landscape to ensure alignment with our operating model. Finding a compatible health insurance partner with shared values and growth strategies was of utmost importance.
From a competitive standpoint, our target market includes corporates, particularly multinational companies. We assessed their presence across the continent to identify suitable growth opportunities based on their locations.
Currently, we are operational in the five countries mentioned earlier and have plans for expansion. Within the next six months, we aim to launch in two additional markets. Moving forward, our goal is to continue expanding as our product and health insurance adoption grow across the continent.
Despite the busy nature of our journey, the excitement is palpable. The prospect of bringing our shared value model to more countries in Africa energizes both myself and the team. We are driven by the opportunity to transform the way health insurance is offered across the continent.
EF: Can you elaborate on the "Goodbye Malaria" project?
EK: We are currently exploring several partnerships, and one that stands out is our collaboration with Goodbye Malaria. This partnership was announced on World Malaria Day, highlighting the urgent need to address this leading cause of morbidity and mortality, especially in Africa. Last year alone, there were nearly a quarter of a billion cases of malaria, predominantly affecting children under five years old.
While malaria has been eradicated in many parts of the world, it remains a significant challenge on our continent. Through our claims experience, we have witnessed a high number of malaria-related cases. We are committed to making a difference in this area. Goodbye Malaria, established by Robbie Brozin from Nando's, has been actively working in Africa for a decade, focusing on Mozambique where they observed the burden of malaria among their workers.
This public-private partnership presents a unique opportunity. We aim to raise awareness and invest in malaria prevention and control. Furthermore, we seek to leverage our shared value model to address malaria in a way that is tailored to the continent where we operate. Vitality Health International is enthusiastic about supporting Goodbye Malaria's impactful efforts and contributing our resources to extend the reach of their mission across Africa.
EF: What would be your three pieces of advice for young African women who would like to follow your path of impacting lives?
EK: Today, people are increasingly driven by purpose. To find fulfillment, discover your purpose and embrace it wholeheartedly. My personal drive centers around making a positive impact, particularly in healthcare and access to services. This drive has consistently guided my decision-making for the past 20 years, regardless of the role or industry.
First, identify what truly drives you. Whether it's wealth, power, or purpose, define it clearly. As your career evolves, expect changes in job titles, companies, and areas of work. However, you have the power to shape the kind of person you want to be in each role and the impact you aim to create. This self-awareness is crucial for personal growth. When considering a company, ensure shared values and alignment with their goals. Without alignment, finding fulfillment can be challenging, considering the significant time spent at work.
Lastly, set your sights high. There are no limits to what you can achieve. Reach out and connect with individuals who inspire you or work in fields that interest you. The world presents vast opportunities for making a difference.
Purpose, self-awareness, alignment, and ambition are key elements for a fulfilling and impactful career.
