Health should be regarded as an asset and a value dimension and not as a liability or a burden, as it is often the case. This article argues for a paradigm shift towards the longevity framework, taking on increasing significance not only due to demographic changes, but also because of transformed mind maps of aging societies. Paradoxically, our hospital and welfare systems incorporate the features of ‘sick care’, while neglecting or ignoring the value of healthcare and lifecare. Longevity resonates with the idea of a 360-degree One-Health-Concept (OHC). Instead of expanding the market for sick care, we must invest in healthcare and lifecare as strategic assets from the micro-, meso- and macro-level to overcome the obstacles and constraints of sick caring institutions.