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by Donald B. Ardell, Ph. D.
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Wellness in the Headlines
(Don's Report to the World)

A New Kind of Health Insurance Company That Sells Policies Only To Those Who Live Wellness Lifestyles

Tuesday July 12, 2005

The most recent essay at this site described projected medical costs for future retirees. I suggested that these enormous costs were one more very good reason for crafting, modifying and then sustaining a wellness lifestyle over time. In fact, I suggested such astronomical costs were probably the second best reason for living well (healthfully), the best of course being the higher quality of life that wellness enables. The latter is a more satisfying, rewarding way to live, day in and day out. Wellness would be an obvious best choice even if such a lifestyle had NO effect on medical costs. Since it does, beyond question, the choice of wellness seems clear - at least to anyone who is not a lifestyle lunatic.  
 
Yet, most people in America ARE lifestyle lunatics, that is, they live in a manner adverse to their own best prospects. Many scholars have speculated on the reasons why this is the case, but none can say for sure why this is so. I suspect there are countless reasons, so I won't try to count them.
 
Perhaps there is a business opportunity in this, somewhere. At least that's what one person said who read yesterday's "Don's Report" about the second best reason for wellness (in other words, saving money). Here is the idea -- I think it's a good one. 
 
"Wow -- these numbers are very scary, even for those who are well and plan to stay that way. We should start a 'wellness insurance' company that collects smaller amounts from well people and pays out only for conditions over which people have no control. It would be a bargain compared to Medicare and its supplements." 
 
I knew immediately that this person was on to something!
 
Recognizing a good idea is the easy part -- the hard part is turning the good idea into reality. How does one launch an entire new industry? Goodness, it's hard enough to start a company. I'm just a wellness promoter with big, impractical ideas. Creating an original health insurance model, a wellness company and then marketing that company requires business skills and contacts, equity and venture capital, major financing, a business plan and lots of work. Am I prepared for that?
 
No, of course not. However, maybe you are! Maybe you'd like to become the next Sam Walton, Bill Gates, Warren Buffett, Steve Jobs, Mary Kay Ash, David Ogilvy, Joe Wilson or Meg Whitman. Or, even The Donald. With my wellness insurance company concept, you could be the next titan of industry. I'll give you a few key concepts for making this epic venture a big success, then you can run with it. All I ask in return is, before you get going on raking in your first billion, you buy a subscription to the Ardell Wellness Report. Oh, and if it's not too much to ask, maybe name the company after me. A few stock options would be nice, too, but don't feel obligated or anything.
 
In terms of the basic concept, you should focus on three elements of the business. That's all you need and you will make the wellness insurance company a big hit.They are:

1. Explain the payoffs of wellness lifestyles to potential customers. I can help with this part.
   
   
2. Identify the illness and accident health conditions and situations over which policyholders will be determined to have had no control. Claims for such conditions will be paid under wellness insurance.
   
3. Train employees to scrutinize and reject claims. This is the key to the success of existing health insurance companies. No reason to change the system for purposes of wellness insurance.

The first two elements of the business are self-explanatory and need no elaboration. A few examples for applying the third part of a successful wellness health insurance enterprise can be provided.
 
CLAIMANT:  "I was hit by a bus."
 
WELNESS INSURANCE REP:  "Well, you obviously didn't look both ways." Denied.
 
CLAIMANT:  "I had a heart attack, but it must have been a genetic defect. After all, I have run 50 marathons, hundreds of triathlons, my weight has always been ideal, I never smoked, drank alcohol or caroused and I'm 98 years old." 
 
WELNESS INSURANCE REP: "Didn't you know a glass of red wine now and then has been shown, in some studies, to be good for people?" Denied. 
 
And so on. 
 
On the other hand, you might be the kind of person with an inordinate fondness for and commitment to common decencies, in which case you don't belong in the health insurance business. In fact, you probably would not want to exploit the wellness concept for personal gain, wrecking the lives of thousands in the process if you are burdened with scruples. What kind of titan of industry are you? Maybe you don't fit the profile? In that case, forget about starting a new industry or company. Focus instead on staying out of the medical system as much and as long as possible -- by living well. Part of living well, besides developing and sustaining a set of attitudes and behaviors consistent with established principles in the sixteen wellness skill areas (see model, below), is to always look on the bright side of life.

Domain: purpose
Subdomain: humor

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