Healthusiasm

Praise for Healthusiasm 9
Introduction 13

1. Wanting to be(come) healthy & happy 19
Technology helps us to become what we want to be 19
Faster, better, younger 19
Digital platforms 20
Digital tools 22
Digital consumers 23
Digital disruption 27
Waves of digital disruption 27
Digital health 31
Companies offer personal transformations 34
The evolution of the Experience Economy 34
The rise of the Transformational Economy 43
Customers want personal fulfilment 53
From loyalty to relevance 53
Self-Actualisation drives consumerism 54
Relevant transformations for Self-Actualisation 62

2. Healthusiasm 69
The Healthusiastic person 69
Generational likeness 69
The similarities between sexes 79
The patient revolution 86
(Pro)active segments of the population 101
The Healthusiastic decision 104
When customers make decisions 105
The archetypical patient decisions 107
The types of Healthusiastic decisions 109
Establishing a health-conscious identity 112
Feeling great in mind and body 114
Preventing health from declining 115
Managing a (future) illness 117
The Healthusiasm Trend 121
Trends and S-curves 122
From sick to healthy, from healthy to happy 129
Self-care & wellness 132
The Healthusiasm business 136
Healthcare and medical industry 136
Self-care and Wellness industry 138
Lifestyle industry 140
Healthusiasm Business 143
Healthusiasm summary 147
Health Marketing 149
Marketing evolution 149
Product-driven marketing 149
Customer-driven marketing 150
Transformation-driven marketing 153

3. Health marketing 155
Healthcare marketing 160
Patient experience 161
Wellness focus 165
Pharmaceutical marketing 169
Patient-driven marketing 170
Patient-centricity 171
Trust and reputation 175

4. Making customers healthy & happy 179
Customer expectations as the golden nugget 179
Customer needs 179
Customer experience 180
Customer expectations 181
Recurring Expectations 183
From near-by to real-time 183
From informative to supportive 194
From convenience to impactful 202
From “for me” to “about me” 214
From participation to sharing 222
From popular to relevant 228
Contemporary Evolutions 235
The company 235
The customer 245
The convergence of the two worlds 250
The data 255
Price 260
Healthymania 263
The Cheat Treat 267
Healthising canvas 268

Thank you 271
Sources 275