Online health management company MiLife, a spin-out from Unilever Ventures, has rebranded with additional funding of $4 million in order to change its strategy.
Under the name Imperative Health, the company will focus on managing health risks associated with diabetes, hypertension, obesity and high cholesterol.
Imperative’s new health management technology is based on five years of research within Unilever, linking psychological and computational theories of behavioural change. The research also encompassed artificial intelligence models enabling the health management programmes to be adapted and personalised in response to client experiences.
Unilever Ventures created MiLife in 2008. Focusing initially on personalised weight management, the company appointed Chris Jessop as Chairman and CEO in early 2009. Mr. Jessop recruited healthcare industry experts Dr. Sabine Donnai and Mr. Clive Pinder to the executive team, which has created the strategy for the rebranded company.
“Trials and client experience clearly demonstrated that the original MiLife proposition was hugely effective at generating sustainable lifestyle change,” said Chris Jessop. “To realise its full commercial potential and to clearly differentiate the service, we felt we should focus on a sector where behavioural change was an essential.”
The Imperative Health system combines a wireless activity monitor, a heart-rate monitor, a scale, an online coaching system and telephone and e-mail access to health experts. Clinical trials have demonstrated the solution’s effectiveness and high level of user engagement. It is targeted at people struggling with high-risk health conditions who urgently need to change their lifestyle.
The service has been purchased by the NHS and a number of major corporations to manage higher-risk populations. It will also be available to individuals in the UK through a major pharmacy chain, and through a number of partners including the Blood Pressure Association.