FreshStartXX - A Blueprint for a Revolution in Personal Health Management Shaping a Future Society What is FreshStartXX ? FreshStartXX is an innovative product, infrastructure and set of services with the following attributes :- • A smart loyalty card with incentives for healthy behaviours and improvements in key health indices • An innovative social contract between citizens and society • An exclusive health club that is open to everyone committed to health improvement • An ecosystem of win-win partnerships enabled by technology and committed to health improvement • A model for crowd-sourced personal healthcare • A Personalised Health Navigation System • A National Competition for Personal Healthcare Improvement • A strong brand with a clear mission for addressing global challenges • The largest Gamification project in history • A commercially sustainable social initiative • A new organizational model combining traditional hierarchical with new network structures • A lean and agile start up organization acting as a catalyst for quantum behavioural change • An international franchise opportunity • A large scale nation building initiative • A national programme of personal health management initiatives

1. Blueprint for a Revolution in Personal
Health Management shaping
the Future of Society
By David Wortley FRSA
GAETSS
Copyright David Wortley GAETSS 2014 Page 1

2. Introduction and Background
Perfect Storm of Opportunity
Today’s Society faces unprecedented global challenges in areas such as health, education, environment
and commerce. Many of these challenges are linked to the impact of technology on modern lifestyles
that have resulted in better standards of living, longer lifespans, falling birth rates, increased
consumption of natural resources and instant on-demand access to both information and tools to
communicate to a global audience.
Paradoxically, the rapidly maturing disruptive technologies that have contributed to the global
challenges that have to be addressed urgently also have the potential to provide solutions to these
problems if applied in ways that balance the needs of citizens and society. This is the background to the
FreshStartXX blueprint for personal health management and shaping our Future Society.
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3. One of the characteristics of these maturing technologies is the use of artificial intelligence and enabling
technologies to continuously reduce the physical and mental load in our daily lives and routines.
Consequently, across the whole world, there is a recognition that issues like obesity will inevitably lead
to conditions like diabetes, cancer, cardiovascular disease etc. that will place such a demand on
resources that public health services will be unable to cope and the standards of care that we have
come to expect in a civilized and developed society will no longer be sustainable for future generations.
Therefore there is an urgent need to find solutions to these problems.
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4. The Spectator Society
One of the consequences of living in a society with an insatiable demand for empowering technologies is
that we have increasing expectations that other people will be responsible for solving these global
challenges. We have become a “Spectator Society” that expects and often demands solutions to
problems of our own making without accepting any responsibility for our own contribution to those
problems.
In considering such issues as obesity, we look to lay the blame and the responsibility for providing
solutions at the doors of other entities when the truth is that we should bear a collective responsibility
for our lifestyle choices and seek to make a personal contribution to turning things around.
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5. Connecting Empowerment and Responsibility
Today’s society is arguably the most connected in history but also, paradoxically, the most disconnected.
Our power to communicate to and influence a global audience via tools such as social media without
either being aware of or bearing responsibility for the consequences of our actions is a dangerous
disconnection between power and responsibility.
Where will the Solution come from ?
If the answer to issues such as obesity lies in influencing lifestyle behaviours, we have to ask who or
what in our modern society is going to influence those behaviours – the medical profession, technology
providers, lifestyle coaches, politicians, pharmaceutical companies, the food industry, friends or YOU?
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6. A Blueprint for a Revolution in Personal Health Management
What is FreshStartXX ?
FreshStartXX is an innovative product, infrastructure and set of services with the following attributes :-
 A smart loyalty card with incentives for healthy behaviours and improvements in key health
indices
 An innovative social contract between citizens and society
 An exclusive health club that is open to everyone committed to health improvement
 An ecosystem of win-win partnerships enabled by technology and committed to health
improvement
 A model for crowd-sourced personal healthcare
 A Personalised Health Navigation System
 A National Competition for Personal Healthcare Improvement
 A strong brand with a clear mission for addressing global challenges
 The largest Gamification project in history
 A commercially sustainable social initiative
 A new organizational model combining traditional hierarchical with new network structures
 A lean and agile start up organization acting as a catalyst for quantum behavioural change
 An international franchise opportunity
 A large scale nation building initiative
 A national programme of personal health management initiatives
All of these attributes are described in detail below :-
FreshStartXX the Product
1. A smart loyalty card with incentives for healthy behaviours and improvements in key
health indices
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7. The loyalty card would use contactless near field communications (NFC) technology to register
transactions on a secure and private database. The encrypted smart card would contain unique personal
identification data to protect both the individual and FreshStartXX from fraud. The card would also have
the capacity to store information relating to credits and account balances. It would operate in a similar
way to transport smart cards like London’s Oyster Card or Malaysia’s TouchnGo card and loyalty cards
such as the Starbuck’s card in its ability to be “topped-up” with cash amounts to a certain limit. It would
also be “vendor independent” like the “Nectar” card and could be used to purchase products and
services either at a discount or to collect “reward points” that could be redeemed in similar ways to the
“Air Miles” concept. In this instance the card owner is being “loyal” only to themselves and would be
incentivized to use the card for health related activities, products and services.
The front of the smart loyalty card would contain a group photograph relevant to the host nation with
around 20-25 individuals representative of a diversity of ethnic groups and ages. Each individual would
be holding a card onto which could be inserted a logo of one of the FreshStartXX “Premier Team”
sponsors. The front of the card would be identical for all card holders in any FreshStartXX country.
The reverse of the card would contain a recent photograph of the member with their name and a
membership id number which would be a combination of “Premier Team” number and their individual
number in that team.
The reverse would also contain a “Premier Team” logo of the main organization to which the member is
affiliated which could be their employer, their university, Government department, bank or insurance
company etc.
The process for acquiring a membership card is shown below :-
Each individual would apply for a card through a secure web site which would provide each member
with their own secure and private access to their profile database which would contain identity
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8. information, recent photograph and relevant demographic data such as age, gender, ethnicity, place of
birth and place of residence. This data could then be used to enable each member to compare their
personal health with that of peer groups such as people of the same age, ethnic origin or community.
Once registered on the database, the member would be offered dates and locations where they could
have their membership card encoded and printed. This would initially be at the organization (Premier
Team) to which they are affiliated. At this location their identity would be verified and the system would
encode and print the personalized card ready for their initial base health check.
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9. The initial health check would be used to collect the base data relevant to obesity and general health
and would include height, weight, Body Mass Index, Body Fat Percentage, Blood pressure and probably
blood glucose level.
This base data would be stored with their secure, private data and the information would be used to
generate an obesity “health index” using algorithms based on recognized matrix charts of “ideal” figures
for the age, gender and ethnicity of the member. This index would also connect to a “traffic light”
system so that members who display the most unhealthy indices could be directed to more detailed
health testing services provided by health professionals in collaboration with FreshStartXX. This would
provide for an initial “filtering” service that could potentially save the lives of those members who might
be unaware of their situation and could get help and support.
The majority of members registering would receive some personalized suggestions for improving their
“health index” based on strategies for diet, exercise and modest changes in lifestyle habits. Every new
member would also receive a handbook containing useful links, tips for better personal healthcare
management and their own secure, private personalized web page which would be regularly updated
with suggestions and information about local activities and support networks.
As the membership base grows, mobile applications would be developed to provide a set of
personalized value added services designed to motivate the member and engage them into a
community of members with common attributes.
2. An innovative social contract between citizens and society
We are entering an era where the world is increasing populated with sensors and tracking devices
capable of identifying who we are, where we are and what we are doing. This, to many people, is a
realization of the “Orwellian Big Brother” society in which the rights of the individual citizen to privacy
and freedom are being sacrificed in the “interests of society”.
pledges each member private and secure access to their
personal health data and a growing set of information, technology, tools,
activities and incentives to better manage health for their personal benefit and
the collective benefit of all members.
Each member pledges to share their anonymous health data
for the benefit of both themselves and their fellow members, to undertake
periodic health checks and to accept personal responsibility for managing their
own health and sharing best practices.
FreshStartXX seeks to establish a new form of social contract between citizens and society in the form of
a charter designed to protect citizen personal data from abuse whilst offering real value to both the
citizen and society through the use of big data analytics on anonymous data.
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10. This innovative social contract will be articulated on the rear of the membership card and also in a more
detailed form on a certificate of membership which the member will receive and sign when they first
receive their membership card.
Sample Certificate
Expressed simply, the citizen has a right to their own private and secure health data and access to tools
that enable them to compare their data with peer group averages in exchange for sharing the
anonymous component of their data with the general population. In this social contract, it is vital that
FreshStartXX members should not be discriminated against or exploited in any way on the basis of their
data.
3. An exclusive health club that is open to everyone committed to health improvement
One of the keys to the success of a FreshStartXX implementation is to make FreshStartXX membership
as attractive as possible to stimulate demand for membership. In that respect FreshStartXX will be
positioned as an exclusive health club that is open to everyone who shares the aspiration for better
health for both themselves and their fellow members.
FreshStartXX will seek to align itself with other global organisations operating in the personal health
management sector e.g. “WeighWatchers”
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11. 4. An ecosystem of win-win partnerships enabled by technology and committed to health
improvement
There will be an increasing number of organisations competing in the personal healthcare market place
as the problems of obesity and lifestyle-related medical conditions become increasingly acute. Each of
these organisations will of necessity tend to operate within a silo competing against other organisations,
products and services in the same sector. Alliances between sectors will form in which, for example, a
corporate organization like a bank might offer discounted wearable technologies to its customers and
staff as a way of differentiating itself against the competition and in pursuit of healthier staff and
customers. There are obvious Returns on Investment (ROI) from this strategy in the shape of health cost
savings and the attraction of new customers and staff.
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12. FreshStartXX has a different strategy based on a holistic, nation building approach to personal health
management based on acting as a catalyst or hub of an ecosystem of win-win partnerships between ALL
organisations and individuals who can make a contribution to personal health management.
This ecosystem will be facilitated by a network infrastructure of the enabling technologies needed to
register and track transactions of the FreshStartXX members and reward those members and “Teams”
who make the most impact on personal health management.
5. A model for crowd-sourced personal healthcare
With the growth of cloud computing and big data analytics, crowd sourcing as a technique for
understanding and leveraging the power of big data and a critical mass of users in order to provide
personalised services to individuals is becoming more important.
Crowd-sourced big data techniques used by companies like Amazon and Google are used to suggest
relevant products and services based on a comparison of your behavior with those who have almost
identical profiles.
FreshStartXX will pioneer the use of crowd-sourced data for personal healthcare by using big data
analytics to identify and develop successful patterns of personal healthcare behavior and offer these
patterns as personalised suggestions to members with similar profiles. This approach uses Gamification
techniques to engage and motivate members to make lifestyle changes that are achievable and based
on reliable behavioural patterns.
6. A Personalised Health Navigation System
The use of personalized “health indices” will be a basis for the development of a Personal Health
Management Navigation system which can use the metaphor of a “SatNav” for our bodies with tools to
enable us to visualize and choose our target health destination and personal health index and be
provided with suggestions on how to reach our desired target and guidelines on how long it takes.
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13. 7. A National Competition for Personal Healthcare Improvement
By structuring member affiliation into “Teams”, FreshStartXX will use Gamification techniques to provide
incentives and rewards for organisations and communities who make the greatest contribution to
improving the health indices of their team members. FreshStartXX’s initial recruitment strategy will be
to focus on the largest and highest profile organisations who can most benefit from improving the
health of their staff and customers. Obvious targets in this context will be Universities, Banks, Insurance
Companies, Retail Giants, Media Organisations and Food Manufacturers not only because they can
benefit greatly from improving the health of their stakeholders, but also because they can influence the
design of products and services that will have a direct impact on lifestyle choices and options.
The establishment of a “Premier League” of 20-25 such organisations would provide the opportunity to
publish weekly league tables of performance of these teams expressed in terms such as “average
member health index”, total amount of weight lost, average weight loss per member, number of
members participating in registered health improvement activities such as walks, “healthy meal days”
etc.
As the number of members grows, there would be opportunities to extend these “health leagues” to
smaller, more local communities with incentives, points and rewards for the best performing teams.
8. A strong brand with a clear mission for addressing global challenges
Master Logo
In making a success of FreshStartXX, it is important to establish a strong brand with a clear identity
based on the proposition that everyone at some time in their lives wants or needs to make a fresh start.
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14. The FreshStartXX Mission goes beyond acting as a catalyst and enabler for better personal health
management and a shift in the responsibility for personal health management towards the citizen. By
taking a holistic approach to health, environment, education and commerce, FreshStartXX can also
contribute to addressing other global issues by creating a new model of social innovation with spin-off
benefits in other areas.
As an example, FreshStartXX can engage with schools to encourage children to analyse the health
statistics and the cause and effect of different policies not only as a means of improving their own
awareness of personal health management but also encouraging an interest in STEM (Science,
Technology, Engineering & Maths) subjects.
9. The largest Gamification project in history
The ambition of FreshStartXX to influence citizen health on a national scale through the use of
Gamification and Enabling Technologies arguably makes FreshStartXX the largest Gamification project in
history and a potential research model for other Gamification and Enabling Technology projects
10. A commercially sustainable social initiative
One of the problems with social enterprise and publicly funded initiatives designed to stimulate
enterprise and technological innovations that benefit society is that they often involve a significant
amount of investment without a realistic model for commercial sustainability.
FreshStartXX has very clear and measurable Key Performance Indicators (KPIs) based on health cost
savings and productivity improvements. Linking these financially measurable benefits to the
FreshStartXX business revenue model will create a commercially sustainable operation which can share
and re-invest its profits amongst its members and ecosystem of win-win relationships.
11. A new organizational model combining traditional hierarchical with new network
structures
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15. FreshStartXX is an innovation in organizational design through the combination of the best attributes of
a hierarchical structure (Teams and Leagues) and today’s networked society. The hierarchical nature of
the incentives and competitions provides inherent motivation whilst the social contract between
members and society creates a knowledge network that does not have the restrictions of a hierarchy.
12. A lean and agile start up organization acting as a catalyst for quantum behavioural change
FreshStart XX will depend on operating a very lean and agile “start-up” organization that grows by
developing collaborative win-win relationships with “best of breed” partners rather than recruiting its
own staff. This ensures flexibility, agility and responsiveness to challenges and opportunities and helps
to strengthen and stimulate the enterprise, innovation and profitability of the ecosystem partners.
13. An international franchise opportunity
The strategy for FreshStartXX is to demonstrate success in one country or region and then offer the
FreshStartXX model as a franchise to other countries and/or regions.
14. A large scale nation building initiative
History has shown how nations and communities can rebuild by uniting citizens in a common purpose.
Recent examples include German unification and South Korea establishment as a leader in technological
innovation. FreshStartXX can provide an opportunity for the most ambitious and potentially rapid nation
building exercise in history.
15. A national programme of personal health management initiatives
As the FreshStartXX membership grows, it has the potential to act as a catalyst for regular personal
health management initiatives that can become embodied into daily routines rather than as a series of
disconnected “one-off” events that have limited sustained effect.
The FreshStartXX Proof of Success
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16. FreshStartXX is the outcome of many different life experiences and influences. The technologies which
are rapidly maturing today are likely to have a massive disruptive effect on society, challenging
traditional knowledge based disciplines established over centuries. These disruptive changes have
created the Prosumer Revolution in which everyday citizens can acquire knowledge and skills in short
timescales whilst the knowledge professionals are challenged daily with keeping pace with change.
This revolution has already impacted the computer and technology industry where the experiences of
the regular technology user equip them with knowledge and skills that previously was only found in
professional computer “experts”.
The education sector is also going through a transition period in which teachers are being forced to
become coaches and mentors rather than knowledge disseminators.
The health sector has only yet seen a partial impact of the prosumer revolution in the form of patients
using the internet and community groups to better understand, diagnose and treat their conditions but
the development of wearable lifestyle technologies and smartphone health applications is set to have a
massive impact starting in 2015.
FreshStartXX seeks to channel that impact into societal benefits that not only empower citizens but also
enable the health industry to focus on treating conditions that are not lifestyle related.
David Wortley FRSA
Founder and CEO of GAETSS and FreshStartXX
December 2014
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