GrowthStories Bringing you a flavour of business growth trends...in just 5 minutes A Futures Coaching initiative www.futurescoaching.com
Im in controlThe genie is out of the bottle;health is also a lifestyle issue,not just a medical topicGood health lies outside of thedoctors surgeryMeans people have to takepersonal responsibility
my health Patients are defining health more broadly than ever before Its mind, body and soul Which means: hygiene, beauty, ageing, spirituality, well-being, nutrition, sport, happiness, brain-health, medicine, breaking news, supportive social circle, holidays, sleep....
blurring Industry too is blurring the boundaries of health: Cosmeceuticals Functional foods Dermaceuticals Nutraceuticals ......
not alternativeIts easy to see why holistic medicine is booming –sociologically speaking it is mainstream; itsorthodox western medicine which is increasinglyalternativeHolistic health is: Based on individuals responsibility Doctors proactive aim is to keep patients healthy, not treat the ill Lifestyle and context based personalisation Treatments are customised and evolve over time
word of mouthA holistic approach to wellness lends itself to gossipFor example, in the Philippines, health is a regularsubject of conversation with advice and tricksOlder people, too, exchange health tips regularly- so you hear that urine might have an anti-cancereffect- or that some berries ease arthritis
health as hobby Launched in 1990, Top Santé has a readership of 3 million in France Health is now as interesting as it is important
ha vio ursnew be Detoxing: Binge then cleanse Sacrificial balancing: Toffee cake today, nothing tomorrow Health trade-offs: Gym workout then off to the pub Down-shifting: Give up high powered effort for laid-back life Chilling: Productively doing absolutely nothing
long term vision Increasing integration of longer term strategies in health management; awareness of lifes stages Young: Dont need to bother about my health yet Middle Aged: Make peace with my body; care and nurture it Old Age: Shepherd my resources
impact on OTCOver the counter products will beseen as part of the answer but rarelythe sole solutionMarketing one-stop solutions risksfrustrating consumers andengendering mistrustA gradual phasing out of one-size-fits-all towards more personalisation
new categoriesHolistic medicine opensthe way to innovate newproducts and services Im thinking: a range ofWhole new categories of massage creams for specifichealthcare remain to be meridiansuncovered
Working with Future Coaching Deep dive analysis on the future of sectors or industries – jumping ahead of the curve; achieving thought leadership; reducing marketplace risk Conference speeches on major trends - accelerating management awareness Workshopping trends – evaluating impacts on businesses or brands; future-proofing existing offers Brainstorming sessions – innovating to harness growth Training for consumer insight teams – boosting internal futuring capabilities
What is Futures Coaching up to during June 2012?Making a Key Note for NGO Fundraisers in GenevaPitching to build an international development strategyfor a major European agencyDelivering insights around community and what it willmean in the future for a British bankDeveloping proposals to lead two major studies in AsiaPitching book ideas to PearsonScripting my first videoblog
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