Medicine 3.0 - New-age health-tech start-ups advancing the science of preventive healthcare

VMPL
New Delhi [India], May 16: As the world contends with a growing epidemic of chronic illnesses and mounting healthcare costs, a shift in medical thinking is quietly gaining momentum. This emerging movement prioritises prevention before treatment, personalisation over standardisation, and long-term vitality instead of reactive disease management.
The global movement toward what is now being called Medicine 3.0, a philosophy of care focused on prevention, personalisation, and early intervention, is beginning to challenge the traditionally reactive healthcare model.
According to the Indian Council of Medical Research (ICMR), non-communicable diseases such as diabetes, cardiovascular disorders, and cancer are now responsible for over 65 percent of all deaths in India. Yet, India's healthcare policies and clinical infrastructure remain largely reactive, focused on managing illness after onset rather than preventing it through early, structured intervention.
"The healthcare system in India is designed to respond to disease, not to prevent it," says Mukesh Khandelwal, a health-tech entrepreneur and founder of The WHY Protocol, a platform dedicated to advancing personalised preventive care. "If we want to change national health outcomes, we must front-end the timing of our interventions"
In addition to institutional gaps, the quality and consistency of wellness services, especially in the field of nutrition, remain variable. While interest in preventive health has grown, individuals often face a confusing mix of unverified claims, one-size-fits-all solutions, and a lack of clinical integration. As a result, prevention is frequently reduced to informal guidance rather than structured, outcome-driven care.
Emerging platforms are now beginning to address these challenges by building end-to-end, science-based systems of preventive care. The WHY Protocol is a health-tech initiative focused on translating clinical research and diagnostics into scalable, personalised intervention frameworks, delivered in partnership with doctors. Instead of generic advice, individuals are assessed through a biomarker-based process and placed on dynamic care tracks that include nutritional therapy, physical activity planning, micronutrient support, and behavioural coaching - in addition to any necessary medical support. These protocols are continuously adapted using longitudinal health data, making prevention both measurable and effective.

"Our goal is to bring the same level of science into preventive health as is available in the field of medicine," says Aakash Kashyap, Co-founder of The WHY Protocol. This isn't an easy task, given that scientific studies into nutrition can often take decades; and that a fair bit of the prevailing nutritional guidance is based on research that is, at best, coloured by the commercial considerations of its sponsors. But, adds Kashyap, "Nothing worth doing is ever likely to be easy."
Several hurdles remain in getting key stakeholders in the healthcare domain to embrace this new model of care. The medical community need to accept, understand and get upskilled in preventive care. A plethora of healthcare systems - such as insurance schemes, diagnostic workflows, and electronic medical records - need to be redesigned to accommodate preventive care. The field of nutritional and preventive health needs to define professional standards, and perhaps even operate under an appropriate level of regulatory oversight. Unless these foundational systems are restructured, the full potential of Medicine 3.0 will remain out of reach.
Even so, momentum is building. With rising public awareness, digital health innovation, and a growing body of clinical research, prevention is evolving from a buzzword into a serious pillar of healthcare strategy. The future of global healthcare may depend not only on discovering new treatments but also on reducing the need for treatment altogether.
About The WHY Protocol
The WHY Protocol is a preventive health platform delivering condition-specific, science-led care to help individuals reverse and manage chronic lifestyle disorders. Founded by alumni of marquee institutions IIM Calcutta, IIM Ahmedabad, and IIT Kanpur, the company combines deep clinical insight with data-driven protocols developed in collaboration with doctors and clinical nutritionists. Its targeted programs currently cover conditions like PCOS, menopause, and diabetes, and are available in collaboration with doctors in India and Singapore, The WHY Protocol is building the future of precision-led preventive healthcare.
For inquiries or more information, please contact:
info@whyprotocol.in
www.whyprotocol.in
(ADVERTORIAL DISCLAIMER: The above press release has been provided by VMPL. ANI will not be responsible in any way for the content of the same)