Why is not the Japanese Health Promotion Program Targeting Metabolic Syndrome Working Well?

Abstract

In order to realize a healthier nation, the Ministry of Health, Labor and Welfare (MHLW) launched the Health care reform plan in 2006. According to the law, a new health promotion program called “Health checkups and healthcare advice with a particular focus on the metabolic syndrome” has been introduced for the insured over 40 yr old since 2008. Many private organizations have implemented a new health promotion program. However, the last two year’s experience has resulted in a disappointed result. It seems that the market is rapidly shrinking. The most important problem that blocked the smooth implementation of new system was the ambiguity of definition of e-claim format. The complexity of format has resulted in the high cost of developemnt. The system must be simpler in order to make the health market more active. Other problems are related to the lack of social marketing concept. Especially, the current system has problems for philosophy, place (accessibility) and promotion (public awareness and motivation). In order to realize a healthy and active aged society, we have to create a culture of healthy lifestyle. This requires the social marketing approaches that will change the social values. Considering the importance of new program, the philosophy and strategy must be re-considered.