首页 声音 的 Consumerization Of Health & Wellness

的 Consumerization Of Health & Wellness

When mid-March 2020 rolled around, the public health 和 economic crisis of our age scrambled everything. Now into the fourth quarter — retailers, distributors 和 resellers 指望着有史以来最不确定的假期!    

关键 consequential 2020年和大流行带来的确定性 are the opportunities that are emerging as people focused 关于健康,自我保健, wellness 和健身。而且,它们是 在家里花更多的时间 — whether 创造 home classrooms or 居家办公。随后,这些趋势正在产生 新的新兴商业模式 ways of doing business and  revenue 机会.   

各种排列形式的健康与保健处于中心地位。它 represents 渠道和零售商改变游戏规则的机会。 It’s 关于零售商在其商店和目录中讲故事的故事 – that is 围绕创造价值来改变消费者的健康体验。 2020年, digital health products 和 connections to 远程医疗和应用程序,用于身心健康访问 skyrocketed.   

消费者期望 

Like all of our digital experiences in other parts of our lives – consumers are starting to expect ‘health on demand’ – 和 this has only intensified with the pandemic. What relevant 产品s are you stocking 和 how are you merchandising them? 

数字健康 正在授权消费者掌控自己的福祉。 对于零售商,这包括 考虑由于科学/健康和技术公司之间的合作而进入市场的新型产品和服务。在许多情况下,这些产品 更先进,因此提供更多价值 和获利机会。 其中许多设备都通过某种附加服务来捕获,存储或传输健康数据。该服务是否包含在产品中,或作为单独的订阅出售?什么型号? 零售商有哪些机会? 

此外,数字健康领域正在出现一个新类别。 这就是所谓的数字疗法,其中许多产品已经或将会通过主流销售。 这些产品已获得FDA批准-其批准基于监管机构审查的证据。数字疗法提供非药物治疗干预措施,以预防,管理或治疗医学疾病或疾病。 通常是基于软件的,需要硬件,例如专用设备,配件,平板电脑,智能手机,甚至是VR耳机!   

We started to see a wave of these types of 产品s at CES 2020. Tivic Health就是这样一个例子。其ClearUP窦性疼痛缓解是FDA批准的非处方非侵入性小型生物电子产品。 它利用人体电气网络的力量,为患有各种医学和慢性病(例如与过敏相关的鼻窦疼痛的缓解)的消费者提供安全的非药物选择。  

All of these forces 和 activities are also creating 一个新的伞类—HealthTech –又名“下一件大事”。   

Even companies like Google, Apple, Amazon 和 others are jumping into HealthTech in different 方法 – ranging from devices 和 services, health research 和 supply chain management to developing relationships with providers or selling direct to consumers or through other channels. 

In today’s pandemic environment, digital 和 connected health are a catalyst for the transformation of healthcare ecosystems in ‘real-time’ — 和 it’s accelerating the ‘consumerization of health. 

的 Channel 

每个人都在采取行动。 Channel leaders such as Target, Best Buy, Costco, Walmart, CVS, Walgreens 和 others are turning their attention to health 和 健康 in new 和 imaginative 方法. They’ve increased their SKUs of different types of ‘off-the-shelf’ 产品s – 和 several have gone a step further – opening actual clinics. 

最近,好市多(Costco)开始在线销售COVID-19测试。 Costco将以每盒$ 130的价格将唾液测试运送到会员的住所。成员然后发送他们的 saliva sample 到预先提供的包装中的测试中心;结果会在24到48小时内返回。这只是一个新机会的开始–随着FDA开始批准更多的家庭测试选择。   

CVS Health, 现在包括美国在安泰(Aetna)的第三大健康计划 (the pharmacy’s 福利经理Caremark,9,900家药店和1,100个零售MinuteClinics归于一揽子) 希望改变消费者获得医疗保健的方式并在此过程中降低成本。它正在将数百家商店改建为HealthHUB,以提供日常护理服务 商店的20%用于医疗保健服务,产品和个人护理用品。  Now, imagine if you 创建一个专注于健康,保健和健身产品的区域. 

零售商可能会考虑寻找新的 product sources 和 opening relationships at both ends of the spectrum – known brands as well as with younger companies with innovative 产品s.  的re’s 也 an influx of health 产品s that are FDA approved – 和 thereby more likely to be eligible for insurance reimbursement.  的se 产品s are at the fore of 也 创造 or breaking into new mainstream marketplaces 和 offer a range of business development 机会. 考虑你的社区—在盒子外面思考! 

来自Facebook的研究 

在2020年夏季,Facebook与3rd  党的研究为消费者技术渠道发布了一份有用的报告。  Meant to provide data points for digital marketers, this report looked at evolving digital media trends amidst the pandemic 和 incorporated responses from over 34,000 consumers.   

的 报告确定了五个主要的全球宏观转变–这些趋势正在与消费技术领域碰撞,并为零售商提供了新机遇的见解。  的 pandemic is impacting consumer behaviors 和 their purchasing decisions. Consider these trends as a guide to a slew of new 产品s 和 devices that will be on people’s radar 随着我们进入2021年,个人健康仍将是第一要务。 

As you review these trends, consider them within the scope of how to reimagine your current environment for current 和 future gains, including revenue 和 new business development 机会 as well as building branding 和 loyalty 与客户互动。 

  • 正念健康。 人们需要适应新的生活,工作,学习和养育方式。 他们正在控制自己的身心健康,以应对局势的压力。从娱乐,园艺和运动到各种娱乐形式。考虑到一夜之间,烤面包成了家庭中一种流行的活动和干扰力,而发酵母是互联网上流行的这些关键词之一。 同样,冥想和自助应用程序猛增,增加睡眠的设备变得流行,可穿戴设备降低了压力和焦虑程度,并可以监视一个人或远方亲人的健康。 在下面签出TouchPoint。
  • 互联便利。 分开时在一起感觉已经成为中心。 考虑指数  growth in the way people are connecting with businesses 和 the way brands are messaging. Or, socializing with friends or colleagues for a virtual cocktail hour via Zoom or seeing grandkids via Facetime. 的 demand for webcams skyrocketed overnight! Think about the accelerated increase in the demand for telemedicine during this pandemic, with physician or hospital overload 和 safety concerns about the contagion aspect. 的 demand for connected health 和 数字健康 devices are out-pacing expectations. 考虑与朋友,家人, 业务同事,护理人员和卫生专业人员。 这是这里,预计会增长。 
  • 购物更安全。 This relates to the consumer journey 和 how people are shopping. It’s about home delivery 和 curbside pickup, contactless in-store shopping, 和 the shift to omnichannel distribution 和 eCommerce. What are you doing? 
  • Glocal社区。 这是社区角度。 大流行的封锁和离家更近的距离使社区距离更近,导致对当地企业的赞赏和支持增加。 零售商获得客户保留和忠诚度的时机已经成熟。如果零售商利用自己的资产,建立自己的资产,这可能对零售商有利。 more engaging 客户体验和交付 无缝,响应迅速的客户服务–以及与这些时间和您的目标人口有关的商品。   
  • Z世代的复兴。 In 2020, 41% of the world is under 25 – 和 it 代表 the future. In many 方法, it’s likely that this generation will be most transformed by the pandemic. It has solidified Gen Z’s support of causes 和 the social good, like favoring eco-friendly 产品s that reduce their environmental impact. For retailers this might translate into eco-friendly 产品s that are identified with certain organizations, community or celebrity ‘give-back,’ or charity. 

“新规范”比以往任何时候都在消费者的购物旅程中带来了一种新的实用主义(无论是为自己,家人还是朋友购物),甚至是在假日期间。  How can a 产品 improve the quality of life – whether for fun or 健康.