Race for life

Winning in healthcare is anyone’s game.

Over the past decade, we’ve seen and felt the forces of a new super league in business: companies whose growth far surpasses all competition – with no signs of slowing down.  
 
The leaders of these giants understand how, where and when to deploy their brand as an asset against new and emerging customer needs. Uncontained by sectors, silos or swim lanes; they transcend traditional category limitations.  

Built on a foundation of exceptional products and strong customer relationships, these companies move in multiple directions to address more of their customers’ lives. Their brand unlocks exponential revenue growth across new needs, while they continue to capitalize on incremental sector gains.

This is arena thinking; it’s the customer-centric foundation that allows brands to make Iconic Moves… and in this series, we’re exploring unmet needs as a way for brands to look for new innovation and exponential growth opportunities. We’ve so far explored Play, Express, Move, Connect, and now Thrive.

Urgent care required  

In many respects, thriving is the greatest unmet need of our era. New research from the United Nations Development Program’s Human Development Report, shows that almost every country in the world is experiencing reversals in human development, with acute crises giving way to chronic, layered interacting uncertainties at a global scale.

New research from C Space shows that people believe believe things are about to get much harder, with the cost-of-living crisis further debilitating their ability to live well. The gap between people’s desire to thrive and their ability to do so seems to be getting wider, which is counter-intuitive, given the huge and rapid growth of the “health”, “wellness” and “wellbeing” sectors.

Thrive is certainly underserved and this presents a win-win opportunity for customers and brands. But getting it right demands investment in customers who have mixed views about whether brands can play a role in helping them live better.

Brands that want to grow their ‘share of live’ by competing in Thrive, will need to solve a core problem: How to go beyond one-dimensional solutions and (re-) establish permission with consumers’ who have mixed views about the role of brands in their lives.  

Working with consumers across five markets, we look at what it takes to thrive, what some of the barriers are and consider why, despite the huge growth of the health and wellness industries, consumers really don’t believe they’re getting better at living.

First, let’s take a look at one of the brands getting it right, and the potential to move more deeply into Thrive: Nike.

Nike: The ultimate Thrive brand?

What if Nike sold salmon?

Over two decades, Nike has intentionally invested in its brand to create deep meaning with (new) customers; it has built the infrastructure to maintain highly relevant, personalized relationships – and, as such, has increased permission to leverage its brand and extend beyond its core. What’s next? Nutrition? Healthcare? Vacations? Nike has leveraged its brand to drive this growth and potential. The question for Nike isn’t if they can extend their brand presence to drive these new revenues, it’s when…

Where could the Nike brand take the business next?

Nike is universal.
It would have an awesome heart-health clinic.”

How Nike grows

This is arena thinking; it’s the customer-centric foundation that allows brands to make Iconic Moves. In Thrive, we explore the greatest unmet need of a generation and the win-win opportunities for brands and their customers.

The Thrive Paradox

Thriving is believing you’re getting better at living and, despite the huge and rapid growth of the health, “wellbeing” and “wellness” sectors, it’s the greatest unmet need of a generation and a win-win opportunity for consumers and brands.

Thrive (not survive)

Where do we set the bar for “living our best life?” In the past two years, many people made avoiding (or surviving) COVID-19 their overarching goal. But in normal times, avoiding illness is so fundamental an aspiration as to barely qualify as one. Even “fitness” or “wellness” are not so much goals in their own right as means to an end. We want to be fit and healthy not just so that we can simply continue to exist, but in order to be capable of engaging with those people and activities that bring us fulfillment and joy.

We don’t just want to survive. We want to thrive. Thriving is not an endpoint. It’s about the journey much more than the goal.

Working with consumers across the globe, we mapped that journey. While the context in which an individual thrives is highly personal, the stages each person goes through on their Thrive journey are definable – offering clear opportunities for brands to play a role.

Intent

I need to want to get better, to get better.

Know-how

Know-how and access to what I need to go forward.

Resilience

Strength to do the work, come back and keep going.

Emotional fuel

Experiencing the positive emotions of personal growth.

Believing

Accepting the forward progress of your life.

Implications for Brands

Julie Stephens

Global Director of Inclusion & Wellbeing, Bupa

Raja Rajamannar

Global Chief Marketing Officer & President, Healthcare Mastercard

Tanja Grubner

Global Brand, Innovation & Communications Director, Essity

Joe Goldberg

Head of Brand Strategy, Santander UK

Patricia Purcell

Senior Advisor, United Nations Development Programme

Work

case study

Fallon Community Health Plan

Turning to customers to build a better health plan

case study

Mayfair Diagnostics

Re-designing the patient experience

case study

Breg

Customer experience, reimagined

C Space Arenas

Customer Inspired Futures.

In partnership with

Play

More than just a battle for attention, Play is the beating heart of acultural revolution. 

Express

More than how we make ourselves look good, Express is a renaissance of “me”.

Move

More than simply how we get from ‘A’ to ‘B’, how we live is how we move.

Connect

More than just connectivity, Connect is about the human truths driving our desire to connect.

Thrive

More than surviving, thriving is believing you’re getting better at living.