Along side, Dr. Kenneth Cooper, MD, the father of aerobics and founder of the Cooper Institute, Joe Coughlin, Director of ESD’s AgeLab, keynoted the 2009 Massachusetts Medical Society’s Annual Meeting. This year’s meeting theme was “To Age or Not to Age…Health and Wellness for Physicians and Patients.” His talk, “Health, Wellness & New Expectations for Old Age,” described the coming convergence of digital technologies, innovative services design and consumer behavior to create health support systems that manage, monitor and motivate wellness behaviors. The talk was drawn from AgeLab research on evolving policy and business models that provide incentives to employees to manage their wellness to optimize workplace productivity while reducing overall healthcare costs.