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.

1. healthyTHE CUSTOMER

2. HEALTH MARKETEER
Christophe Jauquet

6. “
Companies & brands are expected
to make the world a healthy place.
”

7. healthyTHE CUSTOMER

12. source: Gallup (2018)
“ Have you smoked any cigarettes in the past week? “

13. Asclepius

14. 1960 medical breakthroughs

15. 1960 Organ transplants

16. 1960 - being in control

21. TIME
IMPACT
on our
health
20201960
Medical breakthroughs
Fitness craze
1980
+25 years-25 years

22. EVOLUTIONS

23. 1 ALL
TECHNOLOGICAL EVOLUTION

29. TECH LOGYnow
Tools
Platforms
Customers

30. THE WEEKND

31. Dax Rush Kit Car

32. Movie maker

33. Running apps

36. Informed Empowered

37. “Patients want to
actively manage
their health”

38. Medisafe

39. 2012 mySugr app

40. Withings blood pressure

42. v
v

43. 1st opinion 2nd opinion

45. “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

46. Hippocrates

48. COPERNICAN health REVOLUTION

50. 1 ALL
Thanks to technology everybody can
really be(come) who or what they want
to be(come)
TECHNOLOGICAL EVOLUTION

51. 2 ALL
ECONOMICAL EVOLUTION

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

54. Disney world

55. 89%of companies surveyed by Gartner (2014)
said Customer experience is most important field of competition

57. Soulcycle

58. Funspree

59. Funspree

60. 92%of health consumers and patients
consider customer experience as the top strategic priority for healthcare providers
(Black book, 2018)

64. Today1960s

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

66. Rage Rooms

67. Rage Rooms

68. Burning man

69. Burning man

70. Burning man

71. Burning man

72. Burning man

73. Burning man

74. Personal coach

75. Tara Toomey
”The class”

76. Tara Toomey
”The Retreatment”

77. 17%830 million wellness trips in 2017
took up 17% of the total global tourism expenditures

80. Transformation-driven
Vending machines

82. Transformation-driven
Loyalty programs

85. Cuckooz

86. Clear Channel

87. “Our car manages our health better than we do”
Mercedes-Benz

88. Parsley Health

89. Parsley Health

90. Parsley Health

91. 2 ALL
ECONOMICAL EVOLUTION
To create value for their customers,
companies and brands are staging
personal experiences and guiding
transformations

92. 3 ALL
PSYCHOLOGICAL EVOLUTION

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

95. 1976 2016
People who completed a Marathon (US only)
25.000
507.000

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

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

98. Product-driven marketing

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

100. Customer-driven marketing

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

102. Transformation-driven marketing

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

105. MARKETING 3.0
Minds
Hearts
Souls Transformation-driven marketing
Customer-driven marketing
Product-driven marketing

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

107. 3 ALL
People aspire to become the best person
possible, and they expect brands to help
them in achieving this.
PSYCHOLOGICAL EVOLUTION

108. EVOLUTIONS
Digital Disruption
Transformational Economy
Self-Actualisation

109. TIME
IMPACT
on our
health
20201960
Medical breakthroughs
Fitness craze
1980
+25 years-25 years

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

111. 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

112. HEALTHCARE
usiasm

113. 35.000
micro-decisions per day
“ Who you are today is the
result of your past decisions ”
Cornell university

114. Consumer Patient

115. Consumer Patient
Lifestyle
Decisions related to
Interests, style, taste
Attitudes, Possessions, ..

116. #avocadotoast

117. #activewear

118. #aspirationalquotes

119. Consumer Patient
Wellbeing
Lifestyle
Decisions related to
Interests, style, taste
Attitudes, Possessions, ..
Decisions to maintain
health & happiness

120. standing desk

121. 52%of people cut down on alcohol to maintain health
Club Soda (2018)

123. 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

124. Smoking cessation

125. 0%
5%
10%
15%
20%
25%
30%
35%
Celiac Disease Gluten sensitive Gluten-free consumers Intention to buy
#glutenfree

126. 75%of both men & women read nutrition labels or health claims.
Because health has become at the forefront of purchasing decisions
Nielsen (2018)

127. 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

128. Blood test subscription models

130. &

131. 42%of British consumers
are interested in a personalised diet based on their genes/DNA.
Mintel (2019)

132. DNA-based food recommendations

133. 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

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

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

136. $ 4.2 trillionValue of the global Self-care & Wellness Economy
Global Wellness Institute (2017)

137. Packaged food

138. 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

139. HEALTH MARKETING
Helping customers with their decisions
to become healthy & happy

140. 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

142. BUSINESS GOVERNMENT
Global trust in ‘institutions’
47%
56%
Edelman trust barometer (2019)

143. brand
DEMOCRACY
People believe brands can be a more powerful force for transformation.

144. 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

148. “
Companies & brands are expected
to make the world a healthy place.
”

149. healthusiasticTHE CUSTOMER

150. christophe@christophejauquet.com
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