The Future of Consumer Healthcare

What is needed to be successful in the future?

Coming up...

A. Why we miss the future

B. Blindspots and Trends

C. How to be Different

“Increasingly, competition between

companies....is competition to imagine the future”

(Gary Hamel, Competing for the Future)

A. Why we miss the future

...But humans are

ill equipped to imagine the future

We are

hardwired to ignore change

So... managers are late to recognise and react to

• social transformations

• structural turning points

• regime shifts

AND YET...

Change happens!

Look how women have changed!

A Blindspot is a Trend

which managers don't see

- or choose to ignore -

due to their need to hold on to the past

B. Blindspots and Trends

Blindspots can be dangerous!

“The record labels...kept looking at the small picture instead of the big one.

They wouldn't let go of CDs.It was one of the greatest examples in history of collective

corporate stupidity.” Ted Cohen, former executive at EMI, December 2007

Example of a Blindspot

Blindspots in Health1. It is NOT just problem, solution

“The women's OTC health market stigmatizes women

treating them as having defects that have to be fixed”

(2008 European industry survey results)

Good health is...living a full autonomous life,not just absence from pain

Ill-health; diseased; dying

Healthy

Cure

Maintain

Well-being: health,

happiness, prosperity

Energize

Blindspots in Health1. It is NOT just problem, solution

Blindspots in Health2. 'Health' is being defined by customers

'Health' used to be defined by 'top down' authorities

“When & where I want it”

Medical tourism is national industry in 50 countries

By 2012

$100billion

780m global health tourists

Bumrungrad Hospital, Bankok

Blindspots in Health2. 'Health' is being defined by customers

Blindspots in Health3. 'Health' is going rapidly beyond medicine

Brain Power

Learning Body

Health Experts

Mental Health FirstHealth Hobbyists

Health as FashionSocial Pressure

Health AlibisHedonistic Attitude

Vitality JunkiesHi-tech Health

Desire for Optimal Achievement

Desire for PerfectionDesire for Eternal Youth

Zero ToleranceBelief in Science

Quick Fix

Belief in Miracle Cure Treatment OverdoseNew Innovations Sceptics

Science Paradigm

Search for High-Performance

Carefree Pleasure

Focus on Appearance

Belief in Human Potential

Modesty in AgeingComplementary Medicine

Holistic View

Techno Nature

The Systemic Body

Perverse Desire to be UnhealthyPostponing Death

Desire to be Unhealthy

Religious Conviction

Belief in God

Ageing is NaturalCondition Controlled

Sense of Fatality

Completely ConfusedHealth Anxious

Health DisillusionedLack of Guidelines

New WitcheryBack to Mother Nature

Alternative Medicine

Natural Bio-Affinity

‘Health Capital’ Managers

Sacrificial Balancing

Rhythmic Credits and Debits

Body Purging

Lifestyle Management My Wonderful Body

Seeking Symptoms

Food Dominance

Body Piloting

The Environment is the EnemyObsession with Cleanliness

Cocoon Protection

50 Consumer Health Postures

Belief in Bio-technology

Money Metric

New Spirituality

Allergy Obsessed

Hyper Focussed

“The 'surplus society' has a surplus of similar companies, employing similar

people...coming up with similar ideas...with similar quality”

(Kjell Nordstrom, Funky Business)

C. How to be different

1. Build a better assumption base about

consumer futures

2. Future-proofthe existing offer

– making it more aligned with consumer Trends

Video games : Home centric activities, fitness and fun

3. Innovate

to create real value for consumers

Innovation in action

Conclusion : How to be successful in the Future

Be open to change

Move beyond Blindspots

Analyse Trends

Deploy 3 Rejuvenation Processes

Chris Middleton

web: www.futurescoaching.comblog: http://futurescoaching.typepad.com