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

A. Why we miss the future
“Increasingly,
competition between
companies
....is competition to
imagine the future”
(Gary Hamel, Competing for 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!

B. Blindspots and Trends
A Blindspot is a Trend
which managers don't see
- or choose to ignore -
due to their need to hold on to the past

Blindspots can be dangerous!

Example of a Blindspot
“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

Blindspots in Health
1. 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)

Blindspots in Health
1. It is NOT just problem, solution
Good health is...
living a full autonomous life,
not just absence from pain
Well-being:
Ill-health; Healthy health,
diseased; dying happiness,
prosperity
Cure Energize
Maintain

Blindspots in Health
2. 'Health' is being defined by customers
'Health' used to be defined by
'top down' authorities

Blindspots in Health
2. 'Health' is being defined by customers
“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 Health
3. 'Health' is going rapidly beyond medicine

Natural
50 Consumer Search for High-Performance Bio-Affinity
New Witchery
Health Postures Desire for Optimal Achievement Back to Mother Nature
Hi-tech Health Vitality Junkies Alternative Medicine
Desire for Eternal Youth New Spirituality
The Systemic Body
Desire for Perfection
Modesty in Ageing Holistic View
Complementary Medicine Desire to be Unhealthy Sense of Fatality
Techno Nature Perverse Desire to be Unhealthy Condition Controlled
Postponing Death Money Metric Ageing is Natural
Quick Fix
Carefree Pleasure Body Piloting
Lack of Guidelines
Hedonistic Attitude ‘Health Capital’ Managers Hyper Focussed Health Disillusioned
Health Alibis Completely Confused
Sacrificial Balancing Body Purging
Health Anxious
Rhythmic Credits and Debits Seeking Symptoms
Belief in God Lifestyle Management My Wonderful Body
Cocoon Protection
Religious Conviction Food Dominance Allergy Obsessed
The Environment is the Enemy
Obsession with Cleanliness
Belief in Human Potential Science Paradigm
Learning Body Mental Health First Belief in Science Zero Tolerance Focus on
Health Hobbyists New Innovations Sceptics Appearance
Brain Power Belief in Miracle Cure Treatment Overdose Health as Fashion
Health Experts Belief in Bio-technology Social Pressure

C. How to be different
“The 'surplus society' has a surplus of
similar companies, employing similar
people...coming up with similar
ideas...with similar quality”
(Kjell Nordstrom, Funky Business)

1. Build a better
assumption base about
consumer futures

2. Future-proof
the 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.com
blog: http://futurescoaching.typepad.com