Health trends: The trend towards individual health promotion

Health promotion in the workplace is constantly evolving, and one of the biggest trends in occupational health management (OHM) is individualisation. According to the Megatrend study of the Zukunftsinstitut, health is closely linked to self-determination and prevention. But what does this mean in concrete terms for companies, HR departments and OHM managers?

The trend: individualised BGM as a strategy for the future

Individual health promotion is More than just short-term hype - It is a central component of modern OHM strategies. The trend towards personalisation runs through many areas of life and does not stop at workplace health promotion. Companies are increasingly faced with the challenge of adapting health programmes to the specific needs of their employees in order to achieve sustainable effects.

In the DeepDive BGM Pulse Check 2024, target group-specific health services were predicted as one of the biggest trends for 2025. Even today, this aspect is considered one of the most important - behind sustainable, long-term effects - when it comes to selecting health-promoting OHM services. 

What does individualised BGM mean?

Individualised BGM means that Health promotion measures no longer based on the "one-size-fits-all" principle be implemented. Instead, programmes are designed in such a way that they are Factors such as gender differences, age differences, personal health goals and individual preferences enter. 

Here are some examples:

• A wide range of exercise programmes such as yoga, boxing, strength training, back exercises and HIIT classes. It is crucial that these offers are tailored to the age, gender and personalised preferences of the employees.
  
• Nutritional counselling, individually tailored to different needs - be it for weight reduction, general health promotion, nutrition during shift work or planning healthy meals (meal prep) for the office.
  
• Stress management programmes with tailored approaches that are specifically tailored to different target groups, such as office workers, manual workers, executives, managers, trainees or students.
  
• Digital solutions for individual health promotion that respond flexibly to different working models - from remote options to hybrid formats (combination of face-to-face and online offerings) to variable course times to include both part-time and full-time employees.

Reasons for individual health promotion

1. increase in employee satisfaction and loyalty

Employees feel valued when they can take advantage of personalised health services that take their personal needs into account. This not only increases well-being, but also motivation and loyalty to the company.

2. greater effectiveness of health measures

Standardised health programmes often only have limited effects. By offering individualised and holistic programmes, companies can ensure that employees actually benefit from the measures and make use of them.

3. demographic change and diversity

Different age groups have different health needs. While young employees favour preventative measures, older employees may need targeted support with existing health challenges.

4. reduction of sickness absences

Targeted, individualised health promotion can help to reduce absences due to illness and thus cut costs in the long term.

Success factors for implementation

Companies should consider the following aspects to ensure the successful implementation of individual health promotion:

• Needs analysis: A detailed inventory is essential. What health challenges does the company face? What are the employees' needs? What is the age and gender distribution? What are the expectations of the OHM? The available budget should also be planned realistically.
  
• Employee participation: Health measures are only successful if they reflect the actual needs of the workforce. Surveys, workshops or personal interviews can help to develop tailor-made programmes and ensure a high level of acceptance.
  
• Flexibility and digital solutions: Digital platforms or apps offer the opportunity to use health programmes flexibly and regardless of location. Hybrid models in particular, with a combination of online and face-to-face programmes, enable individual use and encourage long-term participation.
  
• Managers as role models: Health promotion starts at the top. Managers should actively participate in programmes, communicate their importance and encourage employees to take up the offers and openly express their wishes.
  
• Regular evaluation: The effectiveness of the measures should be continuously reviewed and adjusted. Regular surveys, feedback rounds and the analysis of health indicators help to sustainably optimise and further develop the OHM.

Conclusion: Individualised health promotion as the key to corporate success

The world of work is changing rapidly - and with it the requirements for modern occupational health management. Standardised health services are no longer sufficient to meet the diverse needs of a heterogeneous workforce.

Companies that focus on individualised health promotion not only create a more attractive working environment, but also benefit from motivated, healthier and more productive employees.

The implementation of personalised OHM strategies requires a targeted needs analysis, the active involvement of employees and the use of flexible and digital solutions.

Another decisive factor is the continuous evaluation of the measures. Only if companies regularly review and adapt their health programmes can they achieve long-term success and meet the needs of their workforce.

Ultimately, individualised health promotion is not only a means of increasing the Employee satisfactionbut also a competitive advantage. Companies that recognise this megatrend early on and implement it consistently not only strengthen their employer brand, but also secure long-term economic benefits through lower sickness absence, higher productivity and greater employee loyalty.

Simon Fiechtner
I'm Simon, co-founder of Deep Care and I've been working in the fields of health and artificial intelligence for many years. After several years of experience in HR and business development at a large corporation, I decided to turn this passion into a start-up together with colleagues and friends.