At some point in our lives, we all have experienced the sensation of crossing out 4 numbers in a row and yelling BINGO across the room. It’s the rush of having done something right,... while in fact it is just about being lucky. And it is only when you head to the price table, that you realize this was not exactly the game you need to be excited about.
It’s that exact feeling that so many companies have, when they decide to go all in on Holistic Health. Let’s focus on exercise, sleep, food and mental health. BINGO.
Today, almost every company wants to play the wellness bingo. They all want to be holistic. And that’s ok. that’s even great. But when they get to price table, then they ask me,… " what do I need to do. This is nothing to be excited about. Everybody is doing it already ".
And indeed, it is not enough to advise to eat well, sleep better, exercise more, and taking some time for yourself. The companies that approach me with that question, are or were simply not prepared. They realise that health is important for their clients. YES. They realise that exercise, sleep, food and mental health are imporant. YES. but they don’t know what game they are about to play. They might start of with the wellness bingo with the holistic buzzwords. But they don’t have a plan. Often they don’t even have an idea who they are doing it for, nor what their real aspirations are. But that is the actual key: what are the aspirations of your customer.
It is one thing to know that health is important. But who are your customers and what is really important for them. What will create value in their lives? What are their true aspirations? Do they want to age healthily? Would they love to boost their mood? Or do they prefer to optimise the energy throughout the day?
The aspirations of women who want to have children are totally different from 60 year old men who want to be more mobile and strong.
So, I’ve identified over 10 different, relevant healthcare & wellness trends that could create value to specific customer groups. But they all start from specific life aspirations your customers might have. Because answering those aspirations will create value for them. It will turn your customer experiences into actual customer transformations. It will make your customers feel good, perhaps even better. It might even make them feel healthier & happier in the long run. It will transform them. Those customer transformations is what really creates value for your customer.
so if you want to integrate health into your customer strategy; don’t play the wellness bingo buzzword game. You might cheer at first. have that rush of excitement. But you will soon realise that it is not the game you need to be excited about. Understand the life aspirations of your customers or patients, and use it to transform their lives. Then and only then you can yell BINGO across the room.
Christophe Jauquet is a health marketing expert who inspires consumer businesses and healthcare organisations around the world. With his experience at the intersection of healthcare, marketing and technology, he guides companies and brands to remain relevant in the light of this Healthusiasm trend.