The U.K. government and the health care industry should focus more on behavioral-based approaches and preventative care in a bid to tackle health inequality, rising costs and an ageing population, Anton Derlyatka, CEO and co-founder of Sweatcoin Ltd., told BioWorld. Sweatcoin is a step-counting app that rewards users for their daily steps. The company has worked with the NHS for the last three years and is currently working on pilot programs to help tackle type 2 diabetes and cardiovascular diseases by incentivizing people to move.