Le “médecin” va vous voir maintenant À une époque où l`accès à un

Le “médecin” va vous voir maintenant
Par Doris Juergens, associée
À une époque où l’accès à un
médecin de famille procure presque
la même excitation que la rencontre
d’une célébrité, l’auto-diagnostique
et la consultation en ligne sont
devenus monnaie courante. Vous
avez une question? Dr. Google a la
réponse! Vous voulez des
recommandations? Les médias
sociaux les multiplieront. Mais dans
cet environnement où abondent les
experts auto-proclamés, les conseils
en tous genres et les produits à
essayer, comment les
consommateurs peuvent-ils s’y retrouver? Comment les organisations peuvent-elles tirer leur
épingle du jeu? Dans ce billet, notre collègue Doris Juergens, associée, explique comment
NATIONAL s’y prend pour aider ses clients à réussir. (Le billet est en anglais.)
*****
Fitness, wellness and healthy living in general are relatively recent phenomena. Remember
those Jane Fonda aerobics videos? At the time, they were ground-breaking. Remember when
health food stores were for “crunchy granola” types? Now they’re mainstream, with Costco
projected to sell over US$4 billion in organic food in 2015 alone – more than Whole Foods!
More than ever, people are pursuing lifestyles that embrace health and wellness.
Self-diagnosis, or “DIY healthcare” is also mainstream now. Access to a family doctor (if you
even have one) is limited, while at one’s fingertips, Dr. Google offers ready advice. With an
unending stream of experts, recommendations and new products on offer, how can today’s
consumers find sound answers to their questions about prevention, therapy and healthy
living? How can a wearable device help them improve their exercise routine? Which cold
medication, which painkiller will provide them with relief? Which new diet will best fit with
their lifestyle to help them lose weight?
The July 2015 issue of McKinsey Quartterly reported that over-the-counter drugs, along
with travel and investment, were the top categories where consumers turn to social media
for recommendations, leading to product purchases for 40-50% of them. This is double the
average of 26% across all product categories.
So how can organizations in the consumer health and wellness space make their voices heard
over the cacophony of so-called health gurus and celebrity experts? How can they cut
through the clutter and show consumers that they care?
At NATIONAL, we attack this challenge from the consumer’s point of view. Through our
unique Belief Based Behaviour methodology, we use digital ethnography to analyze
thousands of online conversations, in order to better understand the consumer’s mindset
when it comes to health matters. This research approach goes beyond the rational needs to
uncover deep-seated emotional wants. Why do a 20 year-old hockey player in B.C. and a 62
year-old translator in Quebec both favour mindfulness exercises and a holistic approach to
their health? It clearly has nothing to do with their socio-demographic profile. By better
understanding the values and beliefs that drive consumers’ choices for treatment, we help
consumer health organizations connect with their customers on an emotional level, inform
them in more meaningful ways, and speak with them in a language they understand.