Future Of Consumer Health
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Transcript of Future Of Consumer Health
The Future of Consumer Healthcare
What is needed to be successful in the future?
Coming up...
A. Why we miss the future
B. Blindspots and Trends
C. How to be Different
“Increasingly, competition between
companies....is competition to imagine the future”
(Gary Hamel, Competing for the Future)
A. Why we miss the future
...But humans are
ill equipped to imagine the future
We are
hardwired to ignore change
So... managers are late to recognise and react to
• social transformations
• structural turning points
• regime shifts
AND YET...
Change happens!
Look how women have changed!
A Blindspot is a Trend
which managers don't see
- or choose to ignore -
due to their need to hold on to the past
B. Blindspots and Trends
Blindspots can be dangerous!
“The record labels...kept looking at the small picture instead of the big one.
They wouldn't let go of CDs.It was one of the greatest examples in history of collective
corporate stupidity.” Ted Cohen, former executive at EMI, December 2007
Example of a Blindspot
Blindspots in Health1. It is NOT just problem, solution
“The women's OTC health market stigmatizes women
treating them as having defects that have to be fixed”
(2008 European industry survey results)
Good health is...living a full autonomous life,not just absence from pain
Ill-health; diseased; dying
Healthy
Cure
Maintain
Well-being: health,
happiness, prosperity
Energize
Blindspots in Health1. It is NOT just problem, solution
Blindspots in Health2. 'Health' is being defined by customers
'Health' used to be defined by 'top down' authorities
“When & where I want it”
Medical tourism is national industry in 50 countries
By 2012
$100billion
780m global health tourists
Bumrungrad Hospital, Bankok
Blindspots in Health2. 'Health' is being defined by customers
Blindspots in Health3. 'Health' is going rapidly beyond medicine
Brain Power
Learning Body
Health Experts
Mental Health FirstHealth Hobbyists
Health as FashionSocial Pressure
Health AlibisHedonistic Attitude
Vitality JunkiesHi-tech Health
Desire for Optimal Achievement
Desire for PerfectionDesire for Eternal Youth
Zero ToleranceBelief in Science
Quick Fix
Belief in Miracle Cure Treatment OverdoseNew Innovations Sceptics
Science Paradigm
Search for High-Performance
Carefree Pleasure
Focus on Appearance
Belief in Human Potential
Modesty in AgeingComplementary Medicine
Holistic View
Techno Nature
The Systemic Body
Perverse Desire to be UnhealthyPostponing Death
Desire to be Unhealthy
Religious Conviction
Belief in God
Ageing is NaturalCondition Controlled
Sense of Fatality
Completely ConfusedHealth Anxious
Health DisillusionedLack of Guidelines
New WitcheryBack to Mother Nature
Alternative Medicine
Natural Bio-Affinity
‘Health Capital’ Managers
Sacrificial Balancing
Rhythmic Credits and Debits
Body Purging
Lifestyle Management My Wonderful Body
Seeking Symptoms
Food Dominance
Body Piloting
The Environment is the EnemyObsession with Cleanliness
Cocoon Protection
50 Consumer Health Postures
Belief in Bio-technology
Money Metric
New Spirituality
Allergy Obsessed
Hyper Focussed
“The 'surplus society' has a surplus of similar companies, employing similar
people...coming up with similar ideas...with similar quality”
(Kjell Nordstrom, Funky Business)
C. How to be different
1. Build a better assumption base about
consumer futures
2. Future-proofthe existing offer
– making it more aligned with consumer Trends
Video games : Home centric activities, fitness and fun
3. Innovate
to create real value for consumers
Innovation in action
Conclusion : How to be successful in the Future
Be open to change
Move beyond Blindspots
Analyse Trends
Deploy 3 Rejuvenation Processes
Chris Middleton
web: www.futurescoaching.comblog: http://futurescoaching.typepad.com