this deck was used to train marketing professionals on the new trends in marketing, with health marketing being the core skill to learn

1. MAKING customers HEALTHY & HAPPY

2. With about 20 years of experience in Health
Marketing, Technology and Customer Centricity, I
offer Marketech advice to clients with a focus on
making customers healthy & happy.
tech

4. health MARKETING

5. direct MARKETING

6. event MARKETING

7. viral MARKETING

8. online MARKETING

9. health MARKETING

11. health MARKETING

12. “
Brands will need to help customers
in be(com)ing healthy & happy,
in order to remain relevant for their them
”

13. “
Companies are expected
to make the world healthy.
”

18. TECH LOGYnow
Tools
Platforms
Customers

19. THE WEEKND

20. Running apps

21. OLD INNOVATION NEW INNOVATION

26. Digital-first Mobile-first AI-first
DIGIT DISRUPTIONall

31. CUSTOMER COMPANY
Empowerment Innovation

32. CXCustomer Experience

33. VALUE CREATION
Competitive differentiation
Customervalue
Commodities
Products
Services
Experiences
Experience
ECONOMY

34. Disney world

36. Soulcycle

37. Funspree

38. Funspree

39. 89%of companies surveyed by Gartner (2014)
said Customer experience is most important field of competition

40. VALUE CREATION
Competitive differentiation
Customervalue
Commodities
Products
Services
Experiences
Transformations
Experience
ECONOMY
Transformational
ECONOMY

41. Rage Rooms

42. Rage Rooms

43. Burning man

44. Burning man

45. Burning man

46. Burning man

47. Burning man

48. Burning man

49. Personal coach

50. Tara Toomey
”The class”

51. Tara Toomey
”The Retreatment”

52. 17%830 million wellness trips in 2017
took up 17% of the total global tourism expenditures

55. Transformation-driven
Vending machines

57. Transformation-driven
Loyalty programs

60. Cuckooz

61. Clear Channel

62. Parsley Health

63. Parsley Health

64. Parsley Health

65. RELEVANCY ?

66. Functional
Emotional
Aspirational
BASIC NEEDS
SOCIAL NEEDS
SELF-ACTUALIZATION NEEDS
HIERARCHY OF NEEDS

68. 1976 2016
People who completed a Marathon (US only)
25.000
507.000

69. CUSTOMER COMPANY
Empowerment Self-Actualization Innovation Transformation

70. “Self-actualization is the future of consumerism”
TRENDWATCHING.COM – Dec 2015

71. Functional
Emotional
Aspirational
BASIC NEEDS
SOCIAL NEEDS
SELF-ACTUALIZATION NEEDS

72. Product-driven marketing

73. Functional
Emotional
Aspirational
BASIC NEEDS
SOCIAL NEEDS
SELF-ACTUALIZATION NEEDS

74. Customer-driven marketing

75. Functional
Emotional
Aspirational
BASIC NEEDS
SOCIAL NEEDS
SELF-ACTUALIZATION NEEDS

76. Aspiration-driven marketing

78. Functional
Emotional
Aspirational
SELF-ACTUALIZATION
NEEDS
MARKETING HAS BECOME ABOUT ACTIVISM

79. MARKETING 3.0
Minds
Hearts
Souls Aspiration-driven marketing
Customer-driven marketing
Product-driven marketing

80. CUSTOMER COMPANY
Empowerment Self-Actualization Innovation Transformation
Minds
Hearts
Souls
ASPIRATION-DRIVEN MARKETING

81. ASPIRATIONAL TRENDS
tionalECO
Being emotionally
involved with our world

83. ASPIRATIONAL TRENDS
tionalECO
Being emotionally
involved with our world
eamSOCIET
Working together for an
inclusive society

85. 64%of global consumers will buy or boycott a brand
solely because of its position on a social or political issue
Edelman Earned brand (2019)

86. ASPIRATIONAL TRENDS
tionalECO
Being emotionally
involved with our world
eamSOCIET
Working together for an
inclusive society
usiasmHEALTH
Being/becoming healthy
& happy

88. The aspiration to be(come) healthy & happy

89. 95%report to have bought more product, services or experiences
to actively impact their own health (2018).
Compared to five years ago,
InSites Consulting (2018)

90. Self Achievers Balance Seekers Priority jugglers Direction takers Willful endurers
Actively takes decisions
to impact their own health
C2B Solutions (2017)

95. Individuality
& lifestyle
Energy
& time
Impact &
balance
Enjoying
(20-35 y.o.) (35-50 y.o.) (50-70 y.o.) (+70 y.o.)
HEALTHUSIASM

96. British Medical Journal (2016)

97. 102.67
101.59
98.5
99
99.5
100
100.5
101
101.5
102
102.5
103
men women
2007 20072016 2016
Medibank Health Index (2016)

98. Ancient Greek

99. Medieval Christianity

100. 1960 medical breakthroughs

101. 1960 medical breakthroughs

102. 1980 Fitness Craze

103. 2005

104. 2012 mySugr app

106. TIME
IMPACT
202019951960
TURNING POINT
POINT OF SIGNIFICANCE
Medical breakthroughs
Fitness craze
1980
Dr. Google
mHealth
+25 years-25 years

107. 66% 59% 57%
Healthusiastic DECISIONS
GfK (2015)

108. “ You are what you eat “

109. 226,7micro-decisions per day on food alone

110. 35.000micro-decisions per day
“ Who you are today is the result of your decisions ”

111. health MARKETING
Helping people with their decisions
to become healthy & happy

112. Lifestyle
Well-being
Health
Medical

113. Establish identity with
Interests, style, taste
Attitudes, Possessions, ..
Lifestyle

114. #avocadotoast

115. 75%of both men & women read nutrition labels or health claims.
Because health has become at the forefront of purchasing decisions
Nielsen (2018)

117. Mia’s organic food market

120. Establish identity with
Interests, style, taste
Attitudes, Possessions, ..
Decisions to maintain
health & happiness is
about feeling good
Lifestyle
Well-being

121. Junk fruit

122. Alcosynths

123. Digital detox phone

124. Air purifying curtains

125. Apotek Hjärtat

126. Establish identity with
Interests, style, taste
Attitudes, Possessions, ..
Decisions to maintain
health & happiness is
about feeling good
Decisions to prevent
one’s health
from becoming worse
Lifestyle
Well-being
Health

127. 0%
5%
10%
15%
20%
25%
30%
35%
Celiac Disease Gluten sensitive Gluten-free consumers Intention to buy
1%
6%
11%
30%

128. Sugar quantities

129. My Skin track

132. Establish identity with
Interests, style, taste
Attitudes, Possessions, ..
Decisions to maintain
health & happiness is
about feeling good
Decisions to prevent
one’s health
from becoming worse
Decisions to manage
one’s (future)
medical condition
Lifestyle
Well-being
Health
Medical

133. DNA-based food recommendations

134. Knowledge+

135. Fever scanner

136. Lifestyle
Well-being
Health
Medical
Typeofdecisions
Decision situations
Patient Customer
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
The typical decisions
The typical decisions
HEALTH MARKETING

137. Lifestyle
Well-being
Health
Medical
Typeofdecisions
Decision situations
Patient Customer
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
Eg. SUPERMARKET
Organic Retailer brand
Eg. Low stimuli shop
for Autism patients
Eg. Recipes for
Chron’s disease
Eg. In-house
pharmacy
Eg. Diagnostic
services
Eg. Junk fruit
Eg. Gluten free
products
Eg. home delivery
for immobile pats

138. Lifestyle
Well-being
Health
Medical
Typeofdecisions
Decision situations
Patient Customer
SELF – CARE
Actively making oneself healthy & happy
Maintaining
PredictingManaging
Establishing
CARING ABOUT OUR IDENTITY
CARING ABOUT OUR SELF
CARING ABOUT OUR DISEASE

139. CARING ABOUT OUR IDENTITY
CARING ABOUT OUR SELF
CARING ABOUT OUR DISEASE
SELF – CARE

140. SELF-CARE
WW Search terms
Actively making oneself healthy & happy
Relative amount of search terms across years

141. 4,2Trillion euro business
The Global Wellness institute (2018)
The Self-care & Wellness industry has become a

142. Lifestyle
Well-being
Health
Medical
Typeofdecisions
Decision situations
Patient Customer
SELF – CARE
Actively making oneself healthy & happy
Maintaining
PredictingManaging
Establishing

144. “
Brands will need to help customers
in be(com)ing healthy & happy,
in order to remain relevant for their them
”

145. MAKING customers HEALTHY & HAPPY

146. NEEDS x = EXPERIENCEexpectations

147. TOWARDS PRODUCT & SERVICEExpectations
MYSELF ACCESS APPEAL ACTIONSINVOLVEMENT IMPACT
Personal
Predictive
Promptly
Proximate
Popular
Pertinent
Participative
Pluri-disciplinary
Primed
Pragmatic
Preventive
Persuasive

148. Trends
INSPIRATION
X-industry
IDEATION
Value creation
INNOVATION
HEALTH MARKETING

149. HEALTH CANVASizing
Trends
INSPIRATION
X-industry
IDEATION
Value creation
INNOVATION
Exploring the
Recurring
Expectations
Stress testing against
the Contemporary
Evolutions
Your
customers’
needs
Your
business
reality
PRIORITISATION
Your
customer
interaction
focus
Your desired
customer value
creation
Healthizing
existing ideas
ROADBLOCKS
OPPORTUNITIES

150. www.christophejauquet.com

151. HJCchristophe jauquet
www.christophejauquet.com

153. CUSTOMER COMPANY
Empowerment Self-Actualization Innovation Transformation
Minds
Hearts
Souls
ASPIRATION-DRIVEN MARKETING

156. Trend INSPIRATION
Health Marketing
Corporate Wellbeing
Patient Centricity

157. -1 Sick
0 Healthy
+1 Happy