Cultivating Wellness Aspects Through a Health and Personal Development Platform

"Prevention is better than cure", so many people say.

Unfortunately, curative health services are more familiar when we fall ill, either through medication or treatment at a health facility. This assumption has begun to reverse over the last three years. The Covid-19 pandemic has sparked our awareness to have one well-being better through disease prevention.

Increase awareness the community is captured as an opportunity to provide service accessibility wellness From an interview with Tape, Mindteraand MyPrime---three platform developers with aspects wellness, DailySocial.id got interesting findings that don't just talk about the service ecosystem, but also the market approach and the end results.

About wellness in Indonesia

According to the American Psychological Association (APA) dictionary, well-being described as a state of an individual with a good quality of life, happiness, low stress levels, and physical and mental health.

Referring to the report The report of Statista, category wellness technology-based includes applications Tracker health, sports activities, stress monitoring and home healing services. Total revenue is projected to reach $12,23 million with a CAGR of 11,4% in the 2022-2027 period.

CEO Fita Reynazran (Rey) Royono assessed that the service sector wellness in Indonesia has not yet been established, the industry is still exploring appropriate products and business models. This is also driven by the low cost of public spending on health services.

However, in his journey to build a health platform and workout, Rey sees more and more players trying to convert point bread others into various solutions. One trend that is shifting is 'health and fitness' Becomes 'health and beauty'.

Service coverage well-being or wellness in Indonesia is also growing. The goal is not only to open access to sports activities, there is teleconsultation for mental health. The target market is not only the general public, it can also be the B2B segment (for example: corporations, gym facility owners) or specific categories, such as parents (parenting).

Mindtera is one of them, a platform for developing personal qualities that intersects with aspects well-being. According to Mindtera Co-Founder and CEO Tita Ardiati, Mindtera has a focus on encouraging social and emotional intelligence. If this is achieved, the impact could be very broad on human life, for example being able to manage stress or increase work productivity.

Quoting a number of journals, Tita said that Indonesians tend to have difficulty managing stress, in fact this condition is often associated with mental health. In fact, everyone can experience it. Unfortunately, said Tita, there are not many comprehensive curricula that cover these two intelligences in Indonesia.

Meanwhile, Primaku Co-Founder and CEO Muhammad Aditriya Indraputra took over angle which is more specific in bringing aspects wellness, namely helping parents to monitor children's growth and development. Parenting is not easy, it is often physically and emotionally exhausting.

"Monitoring children's growth and development is a collective effort, so we strive to connect stakeholders in the pediatric ecosystem. PrimaKu is open platform,enablers for players in this sector so that the ecosystem develops. "We are still looking for the best way to understand the right model because the industry is still quite new," said the man who is familiarly called Didit.

Market approach

Despite awareness has increased, it doesn't mean people will immediately use the service. "Precisely how to make them more interested and invested in wellness. And this is not just for sports services, but also what they consume," added Rey.

Fita initially provided service access workout, has started introducing a subscription scheme since 2022. It is claimed that this subscription model has been successfully accepted by the market and Fita's revenue will increase 10 times (YoY) in 2023 (year-to-date/YTD). Another approach, he also utilizes the parent company's network Telkomsel to introduce Fita services with bundling telecommunications products. He claims that his transactions have also grown significantly.

"From the beginning, we started not only for exercise course, but more holistic. Currently, we are also developing a B2B2C platform that connects to our partners in this ecosystem. Therefore, we are maximizing our passing strategy bundling and B2B2C platforms with increasing development wellness At the moment. There's still a lot that can be doneleverage,Rey said

It's a different story with Mindtera, which initially targeted the B2C segment. However, many of the needs come from B2B because companies are having difficulty managing their organizations due to the pandemic. The implementation of Work From Home (WFH) affects employee productivity and triggers stress. This condition even continued until the pandemic was over.

Since the third quarter of 2022, Mindtera has decided to pivot completely B2B business model. The product remains the same with a self-designed curriculum. Tita said that the need for employee well-being and talent development in Indonesia it is not yet considered a priority.

"Our focus is employee well-being and talent development. That's why we are often mistaken for an HR [platform]. tech. During the pivot, we have experimented until we found the right strategy for acquisitions and getting revenue faster. For us, this strategy is network sales because B2B is more inclined towards connection, credibility, and corporate awareness."

The business model is a yearly subscription; the company gets (1) employee performance reports and assessments (2) insight employees and their recommended actions, and (3) help HR prepare training development. Tita said that Mindtera had achieved a number milestone significant a year post-pivot. There are almost 10.000 employee registrations that it currently manages.

Measure wellness

Different from digitalization in other sectors, services wellness has varied metrics that can measure physical health and mental health. On the physical aspect, we can find out the calories burned through the device fitness tracker or utilize AI to monitor movement accuracy.

However, more than that, Tita believes that the use of technology can help users make decisions. In context, a company can quickly understand the dynamics that occur within. Companies can immediately make strategic decisions to overcome this issue.

"Our solution is not to overcome administrative issues, but to overcome them human problems. The HR division is often faced with administrative tasks. Temporary, assessment only once a year without knowing behavior they. Even though they have to have it strategic thinkingand planningg to develop [the quality] of its employees," he explained.

This solution is reflected in aggregate company reports, for example company productivity increased by 69%. Meanwhile, the data that appears does not show results assessment per employee to avoid information related to personal issues.

Meanwhile, PrimaKu refers to WHO and CDC standards to determine child development. There is assessment The initial indicators are measured through age, height and weight. There are also features to determine children's sensory, motor and cognitive development.

This indicator can help parents understand the initial problem, then they can direct them directly to teleconsultation or consultation at health facilities. As of 2022, PrimaKu records that 97% of children on its platform have growth conditions which is growing.

"PrimaKu remains in his position as open platform for mothers, pediatricians, and health facilities. This allows for innovation and collaboration with anyone in the pediatric ecosystem. There are many use case which was developed. However, PrimaKu must be able to choose which ones can be transformed, which ones can simply be transformed.enable. This is so that you don't have the wrong priorities for using your investment."