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New markets for health service providers

Health and wellness

Along with the demographic changes and the improvement of medical standards in society, there is also a change in values and a change of the entire health care system – currently the sector displaying the biggest growth rates, and thus, a considerable job potential.

As a basic principle, ’health’ is – according to the definition of the WHO – „a state of complete physical, mental and social well-being“. From the point of view of a social insurance system, ‘health’ means the ability to work, e.g. to earn a living.

The term ‘wellness’ was originally derived from the words "well being" and "fitness“. There is no fixed definition but the term stands for all those products and treatments that in any way further one’s health and whose consumption is regarded as pleasurable. There is much room for further developments beyond the core ideas of wellness.

Behavior considered to be beneficial to one’s health is defined as the sum total of activities and decisions made by people in order to maintain their health. This behavior is influenced by individual and collective norms, by the level of information, by individual experiences with illnesses, their own or other’s, and by psychosocial conditions.

In accordance with these definitions, today’s health and wellness trends must be understood as a unity of body, mind and spirit. It is becoming more and more popular. We are witnessing a new ideal of bodily well-being, inner balance, and pleasurable zest for life that is shaping the lives and consumer behaviour of many people. The objective of this new health and wellness concept – the enhancement of one’s well-being and one’s self-esteem – can be achieved through numerous activities in all areas of life, for example, through environment or through appropriate exercise during leisure time.

This variety of possibilities explains the rapid spread of the idea in recent years and also offers the perfect potential for companies and business start-ups in this fast-growing market.
To accommodate this trend, we in the VGD have developed a program through which we respond to these most recent developments in the German and European health care system; we analyse basic and current trends to help companies to further open the health market with its developments, its niches and possibilities, and where we can indicate the potentials for establishing a business in this market. (Author H.Findeklee)