In the move from field or factory floor to the modern workstation, workers have gotten bigger

A workplace that is less physically demanding is now cited as another major contributor to obesity, according to this recent story from the New York Times.

Click to see the full story. 

Implications:  This NY Times article presents another angle of attack for anyone who is promoting health-consciousness, fitness, or weight-related products and services.  Remember that working out may not be about physique… but simply: staying healthy.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

Independent healthcare is not feeling well

Last week, I came across an important article about the diminishing number of private-practice physicians in the U.S.  The story cited the costs involved—in both dollars and effort—when a doctor is trying to decide between opening a private practice or going to work for a large health-management organization.  Click here to see the story, which appeared in the New York Times.

Implications:   In case you hadn’t noticed, personal healthcare is becoming less personal.  If your doctor knows who you are and a little bit about you without looking at your chart, you are likely to be the exception to the rule. 

This story offers a preview of the impact that is likely to follow cuts to Medicare and private-sector health benefits (which seem to be the trend):  Hospitals and clinics will place increasing importance on operational efficiencies.  More health centers will use a team approach to treatments and scheduling… and those “between the lines” issues that cannot be found on a medical chart will increasingly be managed by the patient, herself/himself.

Does your company, product or service empower the consumer to take charge of their own wellness?  I’m thinking about things like a heart healthy menu at the restaurant or wholesome offerings at the grocery store… or any aspect of what you sell that contributes to physical fitness and overall wellness.  In the coming years, these product/service attributes are likely to be more and more valued by the consumer… as they rediscover an ounce of prevention is worth a pound of cure.

NOTE:  Another NY Times story, recently, exposed the nature of the sales process used by some pharmaceutical and health device companies.  Click here to read that story, as this issue, too, may influence consumers to ask questions and take action.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

How about some health food with your health care?

For years, grocery store pharmacies have tried to compete with discount stores, dollar stores, corner drug stores and mail-order suppliers. But for years, they’ve overlooked the biggest competitive advantage they have:

The grocery store.

In a recent Supermarket Guru column, Phil Lempert reminds grocers of that very point. (Click here to link.)

Implications: Glad I’m not the only one who things of this as blatantly obvious. When you fill or renew a prescription, why not provide cross-department incentives like these?

- For diabetics: A shopping list of lo-carb snack ideas, along with the aisle-address of where to find each item.

- For cardiac or cholesterol prescriptions: A few recipe cards with heart-healthy meal ideas, or a list of benefits associated with various fruits and vegetables (and a map to the produce department).

- With the purchase of cold and flu remedies: A cents-off coupon on a can of chicken soup (the kind mom fed you to make you feel better when you were a kid).

- For osteoporosis patients: Coupons for calcium-rich dairy products that could enhance bone health.

Even for a category as “prescribed” as grocery store pharmacies, opportunities surface when you stop thinking about the products sold, and start thinking about the target consumer who buys, and why. And you’ll create a grocery/pharmacy value proposition that is difficult to match in other drug store channels.

Mike Anderson

Health and fitness: A national security issue?

Michelle Obama’s campaign against childhood obesity might be more than just a good idea. It could be an early initiative in a larger, longer-term focus on national health.

In yesterday’s New York Times, there was a story about the condition of new recruits when they arrive for basic training at Fort Jackson in Columbia, SC. (Click here to read the story.)

Implications: Again, I have little desire to assume the role of futurist; in fact, this NY Times story inspired me to look to the past, when poor fitness was recognized as an important problem… worthy of a nation-wide solution. I did a search for the original President’s Council on Physical Fitness (circa 1956), and came across this history at fitness.gov (click here to see the piece).

A country is only as healthy as its population; I don’t see issues like fitness, diet and overall wellness fading away anytime soon. That’s not a hint from the future, but one from our past.

Mike Anderson

The changing face of New Age Seniors

This week, Marketing Daily ran a story about the new skin care line from Avon, intended to serve women over sixty. (Click here to read the full article.)

Implications: It seems to me that Avon is pretty smart… for taking the emphasis off “eliminating lines and wrinkles,” and instead, helping folks accept reality and age with beauty. We’ve offered a number of stories here on the topic of New Age Seniors and their generational economic impact. I'm sure the basis for those stories will continue to evolve!

As huge as the Baby Boomer cohort is, and as rapidly as this group is moving into and through their 60’s, I have to believe more companies will follow suit… and give-up “denial” as a brand strategy.

Mike Anderson

Healthy lifestyles likely to retain a high profile

There’s no question that many folks are thinking about healthy eating, exercise, and their long-term well-being. But the question is, is that awareness leading to overall change in behaviors?
A story in today’s New York Times suggests that obesity is not on the decline. Read the story by clicking here.

Implications: First lady Michelle Obama has been raising awareness for children’s wellness issues, including fitness and diet. And you can expect those kinds of initiatives to continue, as the obesity issue continues to be pervasive.

Again… do you sell any product or service that might contribute to a healthier lifestyle? If you’re a sporting goods store, don’t just sell the equipment, sell the outcome. If you run a restaurant with a heart-healthy menu, you might emphasize that you’re making it easy to relax and enjoy without over-indulging. If you operate a large discount store that could take some time to navigate, why not suggest that people “burn some calories, instead of their budget.”

Healthy angles of all kinds will be attractive to consumers for the foreseeable future, as the topic retains its high-profile position on the awareness landscape.

If you haven’t seen details of Michelle Obama’s initiatives, see the video overview below, courtesy of the New York Times and NBC.

Mike Anderson

Fitness centers, grocers and restaurateurs: Are you an alternative?

Today, the FDA decided to allow the prescription drug Avandia (GlaxoSmithKline) to stay on the market, according to this story a few minutes ago from the Washington Post.

Implications: This decision notwithstanding, more than a few people have been reminded that taking any medications can have side effects. Extensive news coverage—the kind you’ve seen this week—can compel people to eat smarter, exercise more consistently, and explore other lifestyle alternatives to help them stay healthy longer.

If you have a healthy (in this case, low-carb) menu at your restaurant, or a health foods section in your grocery store? Do you sell sporting goods or an exercise facility that helps people stay in shape? People who stay fit are often able to influence the extent to which they must rely on prescriptions to stay healthy. And when drugs are getting dramatic headlines, fitness can seem even more attractive and important.

It might be a good time to recognize this issue as a story that’s about healthcare alternatives… not just a drug.

Mike Anderson