In an era where healthcare costs are skyrocketing, and preventable diseases continue to plague populations, the need for a paradigm shift is more evident than ever. While healthcare budgets are on the rise, the industry needs to learn into how to allocate prevention budgets to optimise for the best return. 

Leading European economies allocate 11-12% of their GDP to healthcare, while the US dedicates almost 20%—nearly double the average among high-income nations. Despite this substantial investments, only meager proportions - around 3.4-3.5% - of healthcare spending are directed towards prevention, primarily screening. While these checks are crucial, they are rather costly for the system to keep up.

Meantime, only a fraction of spending supports promoting health-conscious behaviors. This stands in stark contrast with evidence-based findings attributing 35% to 50% of premature deaths to behavioral factors in the US and 50% in Europe.