Table of Contents
Executive Summary
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- Overview
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- Figure 1: Best- and worst-case forecast value sales of healthcare, at current prices, 2013-23
- The issues
- Demand on doctors is too much
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- Figure 2: Sources for treatment solution or information, by any health condition and good health, June 2019
- Retail health clinics lack prestige in consumers’ choice for care
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- Figure 3: Interest in retail health clinic for treatment, by ailment, June 2019
- More treatment sources for mental health and exhaustion are needed
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- Figure 4: Did not seek a treatment solution or information, by ailment, June 2019
- The opportunities
- Add to the toolkit for care
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- Figure 5: Health solution criteria – Health insurance, recommendations and reviews, by ailment type, June 2019
- Bring health management into the present day with interactive experiences
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- Figure 6: Look in-store for treatment solution or information, by any health condition and good health, June 2019
- Young adults are not set in their health management routines
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- Figure 7: Healthcare provider interest, by any ailment (net), by age, June 2019
- What it means
The Market – What You Need to Know
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- Consumer spending on healthcare accelerates
- Aging population and doctor shortage put pressure on the market
- Uninsured rates are low; increasing access to care
Market Overview
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- Consumers’ cost burden symbolized in ever-growing healthcare market
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- Figure 8: Best- and worst-case forecast value sales of healthcare, at current prices, 2013-23
- Growing costs concerning, but players can support consumers beyond price
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- Figure 9: Total US retail sales and forecast of healthcare, at current prices, 2013-23
- OTCs are a drop in the consumer health spending bucket
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- Figure 10: Total US retail sales and forecast of healthcare, at current prices, by segment, 2013-23
Market Factors
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- Aging population requires a multipronged approach to care
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- Figure 11: Population aged 18 or older, by age, 2018-24
- Anticipated doctor shortage puts pressure on costs and access to care
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- Figure 12: Healthcare concerns, September 2016
- Uninsured rates are low; increasing access to care
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- Figure 13: Percentage of Americans who are uninsured,* 2005-17
Key Players – What You Need to Know
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- Insurers and search engines guide consumers’ health management
- Resources for mental health and exhaustion treatment are lacking
- Evolving the health and wellness retail experience
- Holistic and personalized health management will be the standard
What’s Happening?
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- Insurance providers are guiding consumers’ health management
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- Figure 14: Aetna Health App Direct Mail Piece, September 2018
- Figure 15: BlueCross BlueShield of Michigan wellness campaign direct mail piece, March 2019
- Doctor Google is always on call
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- Figure 16: Use general online search for treatment/information, by ailment/good health, June 2019
- Mainstream care for mental health and exhaustion are lacking
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- Figure 17: Measure of success in finding information/treatment, by mental health condition and exhaustion, June 2019
What’s Next?
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- Retail stores adapt to improve experience; health providers could too
- Holistic services need to mirror consumers’ approach to health
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- Figure 18: Health focuses, March 2018
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- Figure 19: Health focuses repertoire, March 2018
- Customization is in demand, but human led experts can’t keep up
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- Figure 20: Ways to personalize healthcare, November 2018
The Consumer – What You Need to Know
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- Illnesses are inevitable
- A personal recommendation drives new product trial
- Treatment solutions depend on ailment type
- People are mostly successful finding treatment solutions
- Self-confidence prevents some from seeking out treatments
- Key criteria when seeking treatments also aligns with new trial prompt
- Consumers have clear provider/ailment associations
Health Issues
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- The need for health solutions and information is universal
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- Figure 21: Health issues experienced in the past six months, June 2019
Health Management Triggers
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- Personal recommendations are the strongest tie to trial
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- Figure 22: Sources that have prompted product trial, June 2019
- Search approach aligns with lifestage routines
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- Figure 23: Select sources that have prompted product trial, by age, June 2019
Sources for Treatment
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- Ailment influences where people look for treatment solutions
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- Figure 24: Correspondence Analysis – Symmetrical map – Starting point for the sick/healthy, June 2019
- Correspondence Analysis Methodology
- Retailers are the go-to for common illnesses . . .
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- Figure 25: Starting point for information by those who experienced a common illness, June 2019
- . . . but are not wellness destinations
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- Figure 26: Starting point for information by those in good health, June 2019
- Chronic illness requires a tailored treatment
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- Figure 27: Starting point for information by those who experienced a chronic illness, June 2019
- More treatment sources for mental health are needed
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- Figure 28: Starting point for information by those who experienced mental health conditions, June 2019
- The go, go, go mentality persists
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- Figure 29: Starting point for information by those who experienced exhaustion, June 2019
Search Success Rate
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- Overall consumers are successful finding treatment solutions
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- Figure 30: Measure of success in finding information/treatment, by ailment type, June 2019
Barriers to Seeking Treatment
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- Self-confidence inhibits seeking out new information
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- Figure 31: Barriers to seeking treatment or information, by ailment type, June 2019
Health Solution Criteria
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- Recommendations prompt trial
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- Figure 32: Health solution criteria – Professional referral and recommendations, by ailment type, June 2019
- Consumer reviews important to young adults
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- Figure 33: Importance of consumer reviews, by ailment type, by age, June 2019
- Professionals are ideal, making it easy is the key
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- Figure 34: TURF Analysis – Health solution criteria, June 2019
- TURF Analysis Methodology
- Familiarity creates challenges in competitive OTC market
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- Figure 35: Select health solution criteria, by ailment type, June 2019
- Low price isn’t everything; but it could be the deciding choice factor
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- Figure 36: Importance of price, brand and insurance, by ailment type, June 2019
Provider Usage by Ailment
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- Solid provider/ailment associations create challenges in expanding reach
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- Figure 37: Correspondence Analysis – Symmetrical map – Healthcare provider interest, by ailment, June 2019
- Correspondence Analysis Methodology
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- Figure 38: Healthcare provider interest, by ailment, June 2019
- Age dictates provider choices
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- Figure 39: Healthcare provider interest, by any ailment (net), by age, June 2019
- Parents are heavy health provider users; cater to their kids
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- Figure 40: Healthcare provider interest, by any ailment (net), by parental status, June 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 41: Total US retail sales and forecast of health and vision, at inflation-adjusted prices, 2013-23
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Appendix – The Consumer
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- Figure 42: Health solution criteria, by ailment type, June 2019
- TURF Analysis Methodology
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- Figure 43: Table – TURF Analysis – Health solution criteria, June 2019
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- Figure 44: TURF Analysis – Health solution criteria, June 2019
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- Figure 45: Table – TURF Analysis – Health solution criteria, June 2019
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