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In the past, most of us have enjoyed stable physical health. For the majority, health may have had minor fluctuations (e.g. Seasonal flu, a sports\u2019 injury etc.) With quick, easy fixes: we were largely able to take our health for granted.<\/p>\n
Consequently, \u2018wellness\u2019 has become increasingly understood as a way to enhance oneself for psychological, physiological or aesthetic benefits. Wellness has become a conscious lifestyle choice –<\/p>\n
Evidenced by the meteoric rise of the mainstream wellness industry, from nutrition to exercise. \u2018<\/a>the goop effect\u2019<\/a> has encouraged consumers to take control of their health through wellness products and services like home detox<\/a>, mind and body detoxes<\/a> or resetting personal energy<\/a>.<\/u><\/p>\n The pseudoscience of \u2018the goop effect\u2019 has proven popular and powerful, partly due to the simplicity, tangibility and anecdotal nature of its messages – \u201cbuy a candle, feel better\u201d. In parallel, public health bodies have also employed clear, simple and tangible messaging to drive physical health priorities- stoptober<\/a>, 150 minutes of exercise per week<\/a>, five a day and so on.<\/p>\n The combination of wellness narratives and public health messaging has given people a sense that health is an easy choice, achieved via simple steps for guaranteed success. This sense of control over our health and the complacency of wellness narratives have been shaken by the devastation of Covid-19.<\/p>\n People have suddenly been brought face to face with how fragile a control they have over their physical health and the knock-on effect this has on their mental wellbeing. Their needs, motivations and priorities have been reframed \u2013 with both implications and opportunities for brands.<\/p>\n At Brand Genetics we believe in using science to help us understand how & why covid-19 is changing attitudes towards health and reframing needs<\/strong><\/p><\/blockquote>\n We use proven psychological frameworks that go beyond observation to reach a deeper understanding of human behaviours. The psychology of pandemics<\/a> breaks down a pandemic into 4 contagions<\/a>, showing that the biological contagion catalyses three additional contagious responses: contagions of fear, disinformation and more positively, a contagion of kindness. Using this model, we can identify and understand emerging consumer behaviours, showing how the contagions impact on health needs, motivations and priorities as people respond to this abrupt change in their priorities and perspectives:<\/p>\n People are bombarded with information and news that scares them. Those with who have taken their physical health for granted now fear getting sick. Those with underlying or chronic conditions fear being seriously affected by – or even dying from – the virus.<\/p>\n \u2018self-care\u2019 is becoming a vital act of self-preservation<\/strong><\/p>\n Given the heightened importance of our physical health, we are witnessing a shift away from a focus on \u2018enhanced state of being\u2019 wellness trends of the past decade towards maintaining and supporting physical health medical treatments (e.g. From people taking radiance boosting teas<\/a> to a surge in \u2018healthcare\u2019 app downloads<\/a>).<\/p>\n Ultimately, we\u2019re seeing the ideas of \u2018wellness\u2019 and \u2018self-care\u2019 take an increasingly physical health focus. People are looking for information and solutions that genuinely support and protect their physical health needs. Increasingly this means using a combination of expert scientific advice to support physical and mental health alongside their existing wellness practices. The priority is to be able to do this at home.<\/p>\n The need for a new kind of in-home health expertise is growing<\/strong><\/p>\n The rise in the desire for preventative measures and treatment of minor physical and mental issues via at-home self is changing how and when and where people turn to healthcare professionals (HCPs) for help. There is still need a need and a desire for hcp input for emotional support that goes beyond mere functional expertise of diagnosis and cure – for their reassurance, familiarity, empathy and approval. This has an impact on mental as well as physical health \u2013 as illustrated in a study of older patients turning to their GP for comfort from <\/a>loneliness<\/a>.<\/p>\n How can we bring the expertise and care of HEPs into people\u2019s homes to make it easier to for people to maintain their health?<\/em><\/strong><\/p>\n \u00a0\u2018SELF-CARE\u2019 WILL BE AN ACT OF SELF-PRESERVATION<\/strong><\/p>\n Greater value placed on personal \u2018health\u2019 means people will shift further away from \u2018wellness\u2019 and towards proven, protective healthcare measures to actively prevent more serious, long-term illness developing or worsening and to treat minor problems.<\/p>\n Access to more information and heightened respect for the limited resources of healthcare systems (particularly subsidised services like the NHS) could see a rise in at-home \u2018self-care\u2019 or \u2018self-medication\u2019.<\/p>\n The opportunity: <\/strong><\/p>\n Source: estimote.com<\/p>\n Estimote<\/strong><\/a> has developed a range of \u2018Proof of Health\u2019 wearable devices that provide contact tracing using GPS and Bluetooth technology which aims to monitor the potential spread of COVID-19 – notifying users of potential threats to their health and reduce local spread of illness.<\/p>\n The insight Job to Be Done: We need to understand and map the consumer journey for different consumer segments to understand core needs, barriers and triggers around self-care and self-cure<\/strong><\/p>\n The fear of interacting with others and the increasing avoidance of places of contamination has led to hospitals and surgeries no longer being seen as places for solutions and cures but as places to fear.<\/p>\n People are using DGX options as their primary gateway to medical expertise<\/strong><\/p>\n People are avoiding hospitals<\/a> and GP surgeries \u2013 with people ignoring serious illness<\/a>, putting off face-to-face appointments or turning to alternative sources for diagnosis and treatment.<\/p>\n This is combined with a fear exerting additional \u2018unnecessary\u2019 pressure on already stretched front line workers. Edge <\/a>health<\/a>, a data provider for NHS trusts in the UK, estimates there have been 10,000 non-covid-related deaths among patients unwilling or unable to seek medical treatment.<\/p>\n As a result, people are turning away from medical institutions as their first port of call and turning instead to on-line solutions, like digital GP provider babylon<\/a> or online pharmacy echo<\/a>, as the safe gateways to medical expertise.<\/p>\n There is a need for diagnostic and self-monitoring tools to support DGX<\/strong><\/p>\n People are turning to virtual diagnoses, appointments and pharmacies out of necessity but are enjoying the convenience and speed digital options offer. There is an increasing need for these services to be supported with at-home means of monitoring and tracking health symptoms, compliance and progression \u2013 particularly for those with ongoing health conditions<\/p>\n How can we use the medical and emotional reassurance of hcp and medical institutions through a digital frontier to deliver better quality healthcare?<\/em><\/strong><\/p>\n D<\/strong>Gx WILL BE THE PREFERRED GATEWAY TO HEALTH<\/strong><\/p>\n The shift to digital healthcare was born of necessity for many but it\u2019s currently only relevant for minor ailments or repeat prescriptions. Current formats fail to deliver on two fronts: they aren\u2019t providing the depth of emotional support, care and reassurance and they only serve minor or recurring problems that don\u2019t require diagnostic tools or a face-to-face consultation.<\/p>\n The opportunity: <\/strong><\/p>\n Source: pagd.net<\/p>\n Ping An Good Doctor <\/a>clinics offer \u201chealthcare ecosystems\u201d in photobooth-style pods for convenient, in the moment diagnosis and prescription while The Good Doctor<\/a> app offers specialised services for on-going check-ups, weight loss etc. by partnering with nutrition and wellness companies.<\/p>\n The insight JTBD:\u00a0 We need to understand the consumer attitudes, benefits and pain points (both functional and emotional) within DGx, the relationship between consumer and HCP and the opportunities to enhance the experience<\/strong><\/p>\n The severity and scale of the Covid-19 pandemic has highlighted that the virus does not discriminate.<\/a> Regardless of money or healing crystals, everyone is at risk – from British prime ministers to Hollywood celebrities living in the wellness mecca of la.<\/p>\n Not only are people seeing that wellness can\u2019t provide immunity against illness, but the novelty and unknowns of Covid-19 means people are looking for scientific experts to help them understand and navigate this uncertainty. This has been reinforced by governments worldwide, who issued fines against companies selling “fraudulent products that claim to treat covid-19\u201d<\/a> which included \u201cteas, essential oils, tinctures and colloidal silver\u201d.\u00a0<\/strong><\/p>\n People want reliable information<\/strong><\/p>\n People are turning away from the vagueness and pseudoscience of recent wellness narratives in favour of information that is more evidence-based, scientific and from reputable sources. Dr Google is no longer the domain of the \u2018worried well\u2019 seeking self-diagnosis prior to seeing a professional hcp – but increasingly the only port of call for everyone with health concerns.<\/p>\n Researchers at cornell university<\/a> and UCL have shown correlations between symptom-searches on google and the severity of Covid-19 breakouts across the world. As fear has mounted around Covid-19, search terms reveal people are looking for clear, medical expertise and have abandoned wellness fluff in favour of tangible, concrete answers.\u00a0<\/strong><\/p>\n But they are bombarded with fake medical news<\/strong><\/p>\n Although Google tells us that people are actively looking for more scientific sources, it is difficult to navigate the vastness of information available online.<\/p>\n Outside of the realities of the pandemic, there is a digital dis-infodemic<\/a> of viral hoaxes and distorted medical news stories. This misinformation is written and designed to be sensational. It confirms fears while appearing to be from a reliable source \u2013 it is sharable content people take in good faith.<\/p>\n In contrast, the format and narrative of scientific information is dry, complex, nuanced – often requiring a certain level of intelligence and \/ or education to understand. It is unsurprising people are confused and misinformed by the swathe of clickbait – it\u2019s naturally more appealing and accessible than dry, lengthy scientific papers.<\/p>\n How can we be the trusted voice to \u2018cut through the noise\u2019 and leverage clear, accessible and trustworthy medical expertise and health guidance?<\/em><\/strong><\/p>\n HEALTH WILL BE AN INFORMED IMPERATIVE<\/strong><\/p>\n We see people are moving away from \u2018wellness\u2019 towards more evidence \/ expert-based attitudes to \u2018health\u2019 across all aspects of their lives. Shifting attitudes and behaviours demonstrate people\u2019s desire to control their immediate environment – not just the mind and body – to stay safe and therefore healthy.<\/p>\n During the SARs outbreak which started in 2002, and killed 774 <\/a>people, masks became the ubiquitous and deadly face of the virus in China and Hong Kong. The pandemic ended in 2004, but the scar it left behind is evidenced through the continued and widespread use of masks throughout East Asia. We can expect the scars of COVID-19 to be felt not only through heightened behaviours around cleanliness and personal hygiene but in a more holistic sense – as people look to make \u2018healthier\u2019 choices across all aspects of their lives.<\/p>\n The opportunity: <\/strong>Create products and devices that are the trusted life-partners, using existing expertise to educate and help people live \u2018healthier\u2019 lives every day<\/p>\n Source: nbastore.eu<\/p>\n The NBA<\/strong><\/a> have already released cloth face coverings with league logos and designs for all 30 NBA and 12 WNBA teams, designed to be worn in public settings to help slow the spread of COVID-19.<\/p>\n The Insight JTBD: We need to understand what \u2018health\u2019 means in the broader, more holistic sense – how \u2018health\u2019 relates not only to physical illness but how changing behaviours will be impacting socialising, dating, working etc. and explore country-specific nuance.<\/strong><\/p>\n People seek comfort, care and reassurance by reaching out and connecting to others – evidenced through acts of public appreciation and collective applause<\/a> for healthcare workers. The world has become kinder and more empathic. The need for kindness becomes even more pronounced when viewed in the context of the impact Covid-19 has had on mental health.<\/p>\n The mental health crisis has been well documented as we see continual increases in cases of anxiety and depression, while care remains inadequate and \/or inaccessible for most. However, the Covid-19 pandemic poses new psychological challenges, with public health professionals calling for greater attention to be given its impact on mental health.<\/p>\n Controlling the virus takes a toll on individuals\u2019 mental health<\/strong><\/p>\n While controlling the spread of the Covid-19 virus is the global imperative, the drastic measures undertaken are having severe repercussions on people\u2019s emotional wellbeing. In fact, nearly half of the people living in the united states<\/a> feel the coronavirus crisis is harming their mental health. Social distancing measures are contributing to loneliness, increased unemployment triggering depression and in the prolonged uncertainty of the circumstances, anxiety.<\/p>\n A pandemic is considered a global crisis – \u00a0psychological research suggests crisis is <\/em>a form of trauma<\/a>. Experts argue Covid-19 is a form of collective trauma, on a global scale<\/a>. The psychological ramifications of trauma are significant, leaving many people feeling lonely, helpless and searching for support however they can get it.<\/p>\n People are looking for more convenient ways to access mental healthcare<\/strong><\/p>\n With social distancing measures making face-to-face treatment inaccessible and anxiety making them unappealing, even as social distancing measures relax people are turning to online options for emotional support. As a result, we are seeing the rapid evolution of digital therapies to meet this growing demand.<\/p>\n How can we embed care and promote positive mental health into people\u2019s physical healthcare journey?<\/em><\/strong><\/p>\n DIGITAL SOLUTIONS ARE CRITICAL, BUT THEY MUST EMBED EMPATHY TO ENSURE EFFICACY <\/strong><\/p>\n While mental health innovation to increase access to care is vital, it does not come without its challenges. Empathy is a large part of the therapist\u2019s job, and this is difficult to supplement or re-model through digital platforms. Considering how to embed empathy into digital therapeutics, across all healthcare experiences, is going to be one of the biggest digital health care challenges brands must face.<\/p>\n The opportunity: <\/strong>Ensure all products and devices, from packaging to digital service design, are built with empathic principles and kindness at their core<\/p>\n Headspace<\/a> is a mindfulness and mediation app promoting positive mental health. During COVID-19, Headspace have launched initiatives that speak to the contagion of kindness<\/a> and demonstrate the empathic principles that underpin their mission to make the \u201cworld healthier and happier\u201d<\/a> by offering free subscriptions for healthcare workers<\/a> and for unemployed Americans<\/a>.<\/p>\n The Insight JTBD: <\/strong>We need to immerse ourselves in people\u2019s lives, \u2018walk a mile\u2019 in their shoes using empathic research methodologies and ground our thinking in established scientific and psychological models<\/p>\n \u201c<\/strong>crisis leads to <\/strong><\/a>innovation<\/strong><\/a>\u201d – people don\u2019t want to go back to \u2018normal\u2019<\/strong><\/p>\n Covid-19 is changing the \u2018health\u2019 narrative, as we see a shift in attitudes and a renewed value in preserving a \u2018healthy\u2019 state.<\/p>\n People don\u2019t want to go back to \u2018normal\u2019. They have seen how the old \u2018normal\u2019 has led to large-scale failures across the healthcare system, to illness and to deaths. The pandemic has also triggered a societal shift towards a newfound value for care workers, and the emotional labour that once went unnoticed. From mutual aid groups to the global care workers clap, a renewed appreciation for kindness may pave the way for what the WEF is calling the \u2018mental health care <\/a>revolution\u2019<\/a>.<\/a><\/p>\nFrom wellness as a lifestyle choice to health as a lifesaving imperative<\/strong><\/h4>\n
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<\/h4>\n1. Biological contagion: from reactionary solutions – to proactive prevention<\/u><\/strong><\/h4>\n
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<\/p>\nWhat does this mean for healthcare companies?<\/strong><\/h4>\n
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<\/p>\n2. The contagion of fear: from depending on outside help for healthcare – to DIY self-reliance<\/u><\/strong><\/h4>\n
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<\/p>\nWhat does this mean for healthcare companies?<\/strong><\/h4>\n
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<\/p>\n3. The contagion of disinformation: from wellness messaging – to seeking the best, proven medical advice<\/strong><\/h4>\n
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<\/p>\nWhat does this mean for healthcare companies?<\/strong><\/h4>\n
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<\/p>\n4. The contagion of kindness: from mental health as a \u2018problem\u2019 for a few \u2013 to a priority for everyone<\/u><\/strong><\/h4>\n
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<\/p>\nWhat does this mean for healthcare companies?<\/strong><\/h4>\n
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