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The healthy customer - Giant health event (london)

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People are more than ever conscious about their own health. That's why they expect from brands and companies to help them in be(com)ing healthy & happy.

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The healthy customer - Giant health event (london)

  1. 1. healthyTHE CUSTOMER
  2. 2. HEALTH MARKETEER Christophe Jauquet
  3. 3. “ Companies & brands are expected to make the world a healthy place. ”
  4. 4. healthyTHE CUSTOMER
  5. 5. source: Gallup (2018) “ Have you smoked any cigarettes in the past week? “
  6. 6. Asclepius
  7. 7. 1960 medical breakthroughs
  8. 8. 1960 Organ transplants
  9. 9. 1960 - being in control
  10. 10. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
  11. 11. EVOLUTIONS
  12. 12. 1 ALL TECHNOLOGICAL EVOLUTION
  13. 13. TECH LOGYnow Tools Platforms Customers
  14. 14. THE WEEKND
  15. 15. Dax Rush Kit Car
  16. 16. Movie maker
  17. 17. Running apps
  18. 18. Informed Empowered
  19. 19. “Patients want to actively manage their health”
  20. 20. Medisafe
  21. 21. 2012 mySugr app
  22. 22. Withings blood pressure
  23. 23. v v
  24. 24. 1st opinion 2nd opinion
  25. 25. “Life comes with many challenges. The ones that should not scare us, are the ones we can take control of.” ANGELINA JOLIE “My Medical Choice” NYT 2013
  26. 26. Hippocrates
  27. 27. COPERNICAN health REVOLUTION
  28. 28. 1 ALL Thanks to technology everybody can really be(come) who or what they want to be(come) TECHNOLOGICAL EVOLUTION
  29. 29. 2 ALL ECONOMICAL EVOLUTION
  30. 30. VALUE CREATION Competitive differentiation Customervalue Commodities Products Services Experiences Experience ECONOMY
  31. 31. Disney world
  32. 32. 89%of companies surveyed by Gartner (2014) said Customer experience is most important field of competition
  33. 33. Soulcycle
  34. 34. Funspree
  35. 35. Funspree
  36. 36. 92%of health consumers and patients consider customer experience as the top strategic priority for healthcare providers (Black book, 2018)
  37. 37. Today1960s
  38. 38. VALUE CREATION Competitive differentiation Customervalue Commodities Products Services Experiences Transformations Experience ECONOMY Transformational ECONOMY
  39. 39. Rage Rooms
  40. 40. Rage Rooms
  41. 41. Burning man
  42. 42. Burning man
  43. 43. Burning man
  44. 44. Burning man
  45. 45. Burning man
  46. 46. Burning man
  47. 47. Personal coach
  48. 48. Tara Toomey ”The class”
  49. 49. Tara Toomey ”The Retreatment”
  50. 50. 17%830 million wellness trips in 2017 took up 17% of the total global tourism expenditures
  51. 51. Transformation-driven Vending machines
  52. 52. Transformation-driven Loyalty programs
  53. 53. Cuckooz
  54. 54. Clear Channel
  55. 55. “Our car manages our health better than we do” Mercedes-Benz
  56. 56. Parsley Health
  57. 57. Parsley Health
  58. 58. Parsley Health
  59. 59. 2 ALL ECONOMICAL EVOLUTION To create value for their customers, companies and brands are staging personal experiences and guiding transformations
  60. 60. 3 ALL PSYCHOLOGICAL EVOLUTION
  61. 61. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS HIERARCHY OF NEEDS
  62. 62. 1976 2016 People who completed a Marathon (US only) 25.000 507.000
  63. 63. “Self-actualization is the future of consumerism” TRENDWATCHING.COM – Dec 2015
  64. 64. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS
  65. 65. Product-driven marketing
  66. 66. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS
  67. 67. Customer-driven marketing
  68. 68. Functional Emotional Aspirational BASIC NEEDS SOCIAL NEEDS SELF-ACTUALIZATION NEEDS
  69. 69. Transformation-driven marketing
  70. 70. Functional Emotional Aspirational SELF-ACTUALIZATION NEEDS MARKETING HAS BECOME ABOUT ACTIVISM
  71. 71. MARKETING 3.0 Minds Hearts Souls Transformation-driven marketing Customer-driven marketing Product-driven marketing
  72. 72. ASPIRATIONAL TRENDS tionalECO Being emotionally involved with our world eamSOCIET Working together for an inclusive society usiasmHEALTH Being/becoming healthy & happy
  73. 73. 3 ALL People aspire to become the best person possible, and they expect brands to help them in achieving this. PSYCHOLOGICAL EVOLUTION
  74. 74. EVOLUTIONS Digital Disruption Transformational Economy Self-Actualisation
  75. 75. TIME IMPACT on our health 20201960 Medical breakthroughs Fitness craze 1980 +25 years-25 years
  76. 76. The aspiration to be(come) healthy & happy
  77. 77. Beautiful Energetic In Balance Enjoying (15-30 y.o.) (30-45 y.o.) (45-60 y.o.) (+60 y.o.) TO BE , OR NOT TO BEcome come
  78. 78. HEALTHCARE usiasm
  79. 79. 35.000 micro-decisions per day “ Who you are today is the result of your past decisions ” Cornell university
  80. 80. Consumer Patient
  81. 81. Consumer Patient Lifestyle Decisions related to Interests, style, taste Attitudes, Possessions, ..
  82. 82. #avocadotoast
  83. 83. #activewear
  84. 84. #aspirationalquotes
  85. 85. Consumer Patient Wellbeing Lifestyle Decisions related to Interests, style, taste Attitudes, Possessions, .. Decisions to maintain health & happiness
  86. 86. standing desk
  87. 87. 52%of people cut down on alcohol to maintain health Club Soda (2018)
  88. 88. Consumer Patient Health Wellbeing Lifestyle Decisions related to Interests, style, taste Attitudes, Possessions, .. Decisions to maintain health & happiness Decisions to prevent one’s health to become worse
  89. 89. Smoking cessation
  90. 90. 0% 5% 10% 15% 20% 25% 30% 35% Celiac Disease Gluten sensitive Gluten-free consumers Intention to buy #glutenfree
  91. 91. 75%of both men & women read nutrition labels or health claims. Because health has become at the forefront of purchasing decisions Nielsen (2018)
  92. 92. Consumer Patient Medical Health Wellbeing Lifestyle Decisions related to Interests, style, taste Attitudes, Possessions, .. Decisions to maintain health & happiness Decisions to prevent one’s health to become worse Decisions to manage one’s (future) medical condition
  93. 93. Blood test subscription models
  94. 94. &
  95. 95. 42%of British consumers are interested in a personalised diet based on their genes/DNA. Mintel (2019)
  96. 96. DNA-based food recommendations
  97. 97. Medical Health Wellbeing Lifestyle Typeofdecisions Decision situations SELF – CARE Actively making oneself healthy & happy Predicting a disease Living With a disease The typical decisions The typical decisions Consumer Patient CARING ABOUT OUR DISEASE CARING ABOUT OUR SELF CARING ABOUT OUR IDENTITY
  98. 98. CARING ABOUT OUR DISEASE CARING ABOUT OUR SELF CARING ABOUT OUR IDENTITY SELF – CARE
  99. 99. SELF-CARE WW Search terms Actively making oneself healthy & happy Relative amount of search terms across years
  100. 100. $ 4.2 trillionValue of the global Self-care & Wellness Economy Global Wellness Institute (2017)
  101. 101. Packaged food
  102. 102. Medical Health Wellbeing Lifestyle Typeofdecisions Decision situations SELF – CARE Actively making oneself healthy & happy Predicting a disease Living With a disease The typical decisions The typical decisions Consumer Patient
  103. 103. HEALTH MARKETING Helping customers with their decisions to become healthy & happy
  104. 104. Medical Health Wellbeing Lifestyle Typeofdecisions Decision situations Consumer Patient Eg. Diagnostic services Eg. Gluten-free products Eg. Junk fruit Unpackaged organic food Eg. In-house pharmacy Eg. Low stimuli shop for Autism patients Eg. section for Diabetes patients Eg. home delivery for immobile pats Eg. SUPERMARKET
  105. 105. BUSINESS GOVERNMENT Global trust in ‘institutions’ 47% 56% Edelman trust barometer (2019)
  106. 106. brand DEMOCRACY People believe brands can be a more powerful force for transformation.
  107. 107. transformation-driven marketing that feeds into the aspirations of customers to be(come) what they want to be(come) to create value for your company by offering personal transformations. Minds Hearts Souls HEALTH MARKETING
  108. 108. “ Companies & brands are expected to make the world a healthy place. ”
  109. 109. healthusiasticTHE CUSTOMER
  110. 110. christophe@christophejauquet.com free send an email to GET YOUR COPY
  111. 111. HJCchristophe jauquet christophe@christophejauquet.com

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