New Strategies to Motivate Physical Activity Developed by Experts at ICAA Strategy Session

(Vancouver, British Columbia. Oct. 4, 2005)–Knowing that physical activity and exercise are “good for you” does not motivate older adults to get active. If it did, the country would not be facing a crisis of obesity and chronic health conditions that have the potential to overwhelm the health care system.

Today, about one-third of US health care costs are spent on adults 65 years and older, and by 2030, that cost is projected to increase by 25% simply because the population is aging. How does that affect the national pocketbook? Medical care costs are $1.4 trillion in the U.S., according to the Centers for Disease Control (CDC).

Even a modest level of physical activity among older adults (30 minutes of moderate activity most days of the week) can prevent or control chronic diseases, improve function and mobility, and inspire feelings of well-being.

Practical strategies to encourage older adults to adopt healthy lifestyle behaviors were developed by 48 experts attending the ICAA Strategy Session, “Motivation and Reward Systems That Encourage Activity,” hosted by the International Council on Active Aging (ICAA). This year, the ICAA Strategy Session was designated as an Independent Aging Agenda Event in preparation for the 2005 White House Conference on Aging (WHCoA). The recommendations generated at the Strategy Session were submitted to the conference policy committee.

“The role of physical activity in preventing or improving chronic disease and maintaining function in older adults has been repeatedly proven by research,” stated Colin Milner, CEO of ICAA, who originated the annual Strategy Sessions. “Managed care health plans and corporate wellness programs have shown how physical activity controls health care costs and increases productivity. Now is the time to take the lessons learned and apply them in many settings.”

At the ICAA Strategy Session, leaders in the older adult communities identified 32 strategies to increase participation. These recommendations were grouped into three major areas.

1. Incentivize governmental and nongovernmental organizations and private businesses to prioritize wellness and physical activity programs. The cost of supporting these programs is likely to be less than the cost of caring for chronic disease. Example strategies include:

Educate federal, state and local government officials on the cost-saving potential of physical activity programs.
Recommend legislation and policies that will allocate funds to support physical activity and recreation programs.
Structure Medicare benefits to include low-cost access to fitness centers and physical activity programs.
Encourage commercial health plans to lower costs or offer rebates for insured plan members who demonstrate participation in physical activity and exercise programs.
Offer tax incentives to companies that implement workforce wellness programs, with financial incentives increasing along with increased employee participation.

2. Encourage primary and allied health care providers (physicians, nurses, etc.) to prescribe exercise to prevent and control chronic disease. Strategies include:

Work with the American Medical Association to create billing codes for physicians to make reimbursement available for group sessions, individual counseling and wellness classes produced by the physician.
Develop simple health and physical activity prescriptions and tools that health care providers can use when discussing and recommending exercise.
Develop programs that train primary and allied health care workers on how to coach adherence to physical activity participation over multiyear periods.
Provide scholarships or reimburse costs for midlevel training and required classes in nursing, medical schools and allied health professions on gerontology, physical activity and exercise.

3. Directly encourage older adults to make time for physical activity (30 minutes most days of the week) and exercise to improve or maintain their health and improve their quality of life. Strategies include:

Reduce supplemental insurance costs (Medicare and private insurers) for adults 50 years and older who prove participation in physical activity and exercise programs.
Extend the provisions for tax deductions for physician-prescribed exercise programs for health conditions, e.g., hypertension, diabetes, heart disease, obesity (Department of the Treasury, Rev. Ruling 2002-19, “qualified medical expense”) to include fitness center and personal training sessions when attendance can be proven.
Develop programs to recruit and train peer mentors: older adults who telephone other adults with similar medical histories to encourage physical activity.
Educate family members and friends about the importance of physical activity and healthy eating for successful aging.
Lobby city and county planning departments and private real estate developers to design neighborhoods and a “built” environment that encourage walking and recreation with sidewalks, traffic lights, close proximity to businesses and services, and other features that have been identified.

The complete report submitted to the WHCoA policy committee, “Motivation and Reward Systems That Encourage Activity,” is available along with the ICAA Vision Paper, “Physical Activities for the Elderly” on the ICAA web site. Visit www.icaa.cc.whcoa.htm

“Some of the best minds in the field of active aging developed the 32 strategies. Now, these strategies must be acted upon to make a difference in the lives of older adults,” pointed out Milner. “The first step has been taken to make policy makers aware of the irrefutable benefits and cost-savings of physical activity and healthy lifestyle behaviors like nutritious eating and relaxation. The next step is to constantly remind officials and business leaders to take action and formulate policies that reward people for adopting those healthy lifestyles.”

About the ICAA Strategy Sessions:

As an advocate for increasing the level of physical activity among older adults, ICAA established the annual Strategy Session to bring together select industry leaders to discuss and recommend solutions to mutual challenges. Held each September in conjunction with Active Aging Week-an annual event that heightens awareness of the health benefits for older adults of physical activity and healthy eating-the Strategy Sessions are a unique opportunity for thought, discussion and action. In 2005, the 48 participants represented federal and county governments, non-governmental agencies, academia, seniors community centers, seniors housing, corporate fitness and rehabilitation services.

In 2005, the Strategy Session was designated as an independent aging agenda event of the 2005 White House Conference on Aging, which will produce recommendations to guide US national aging policy through 2015. The “independent aging agenda event” is designed to provide input to the Policy Committee, and is neither sponsored nor endorsed by the White House, nor does it in any way represent the policies, positions or opinions of the 2005 White House Conference on Aging or the federal government.

About ICAA:
The International Council on Active Aging (ICAA) is a membership association that connects a community of like-minded professionals who share the goals of changing society’s perceptions of aging and improving the quality of life for baby boomers and older adults within the six dimensions of wellness. The council supports these professionals with education, information, resources and tools. ICAA is one of the organizations that developed The National Blueprint: Increasing Physical Activity Among Adults Age 50 and Older.

For interviews or more information contact: Colin Milner, CEO, International Council on Active Aging