Innovation Trends
in the Consumer Behaviour
Focus in Healthcare Services
Sonia D’Arcangelo
Innovation Observatory Office
Research and Acceleration of Innovation Department
DECEMBER 2017
FOR INTERNAL AND EXTERNAL USE
HEALTHCARE
SERVICES INNOVATIONS
CONSUMER TRENDS
▪ Nowadays, consumers are aware that their
actions have a direct impact on the planet.
▪ An ever-growing segment of consumers
increasingly reward brands and companies
delivering solutions that benefit people,
planet and society.
▪ Sustainability and circular paradigm have
therefore become a hot topic due to a rise in
environmental awareness.
▪ Re-use of consumables and medical-grade
products is increasing both for
environmental and economic reasons.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
CONSUMER TRENDS
Photo by Thomas Lambert on Unsplash
▪ Consumers are looking for new sustainable
products in every field.
▪ In the healthcare sector, diapers and
tampons applicators are the first examples.
▪ Health services, insurances and care
givers are moving towards new ways to
share health and surgical equipment.
▪ In such a scenario, consumers expect to
benefit a better health system and lower
prices.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
CONSUMER TRENDS
Photo by Ken Treloar on Unsplash
NO DEMOGRAPH
CONSUMERISM
▪ It’s the death of demographic
segmentation (no more age,
gender, income, family
status and more) to predict
consumer behavior.
▪ People of all ages are shaking
off demographic “conventions”
and constructing lifestyles and
identities more freely than ever
before.
▪ New attitudes, new
expectations and new
freedom are coming up.
CONSUMER TRENDSCompanies are focusing in the last campaign on the real
emotions, direct sensations, engaging experiences, values individual human aspect consumerism
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NO DEMOGRAPH
CONSUMERISM
▪ Other standards
Welcome new racial,
social, cultural and sexual
norms.
▪ Heritage heresy
Reimagine or even
overturn decades of
brand history or concepts,
for tomorrow’s younger-
yet-experienced and
wealthy-yet-irreverent
consumers.
CONSUMER TRENDS Redefining targets for smaller, no traditional and more accurate
healthcare segments, sharing model and ambition from an old core
demographic to another (e.g. millennials shunning alcohol and opting
for healthier and more money-conscious patterns of behaviour)
Source: Nextatlas, 2017
AFTER
ATHLEISURE
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JOYFUL
HEALTH
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▪ In 2018, consumers will look to the next
evolution of their digital interactions by
widely using digital assistants,
chatbots etc.
▪ Consumers will seek out virtual
personalities that have the power to
entertain, educate, befriend and heal.
▪ According to TrendWatching, in 2018 the
quest for deep self-knowledge will
collide with consumers empowered by
new technologies to escape a superficial
self-improvement culture.
AI / ROBOT WAVING
CONSUMER TRENDS
Source: TrendWatching, 2017
Photo by Alex Knight on Unsplash
▪ According to Frost & Sullivan, AI has the
potential to improve outcomes by 30 to 40
percent while cutting treatment costs by
50 percent.
▪ By 2025, AI systems could be involved in
everything from population health
management to digital avatars capable of
answering specific patient queries.
▪ Consumers will embrace new and
reimagined forms of inner growth and self-
discovery.
AI / ROBOT WAVING
CONSUMER TRENDS
Source: Frost & Sullivan, 2016
Photo by h heyerlein on Unsplash
▪ According to a 2016 PwC survey of the
general public across EMEA, a majority of
consumers are willing to receive care from
AI and robotics advanced technologies,
which have the potential to transform
healthcare delivery to make it better, faster
and more accessible for all.
▪ Willingness varies widely from 39% in the UK
to 94% in Nigeria.
▪ Emerging markets are most open to rely on
technology for their care.
AI / ROBOT WAVING
54% of PwC’s survey respondents are willing
to replace human doctors with AI and robots
CONSUMER TRENDS
Percentage of respondents willing/unwilling to
engage with AI and Robots for their healthcare needs
Source: PwC, 2017
▪ Consumers are more aware than ever that
well-being is a the ultimate goal of a happy
and meaningful life.
▪ Healthy living is no longer something
focused only on fitness and nutrition: it
involves also mind.
▪ Consumers pay attention about their
physical condition and the benefits coming
from a long term good mental equilibrium.
▪ Sport brands are offering more and more
health services while healthcare devices
are becoming more fashionable.
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS
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▪ Health and fitness wearables can monitor
physical data and proactively improve users’
health.
▪ Smart IoT devices increase users’
wellness monitoring and adapt house and
office environment parameters like air
quality (humidity, pollution, CO2 levels),
temperature, and light control (chromo-
therapy).
▪ Data can be easily shared with family, care
givers, and insurance companies.
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDSWearables now allow to track mental well-being as well as
physical body information and fitness data
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▪ Technology is revolutionizing mindfulness
and meditation.
▪ Emotional and mental well-being reduces
stress and illnesses, and increases
productivity.
▪ Mindfulness apps and mood sensors can
help and guide almost everyone into a fruitful
meditation.
▪ Breathing and meditation apps are already
available in every app store.
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS
Photo by Jared Rice on Unsplash
HYPER
PERSONALIZATION
According to Deloitte, personalized experiences with
providers are the most important interactions that
consumers have with the health care ecosystem
CONSUMER TRENDS
Rankings across the general population of consumers
Source: Deloitte, 2016
HYPER
PERSONALIZATION
▪ Personalized healthcare is a broad
platform that includes genomics and
genetic profile testing.
▪ It provides individuals with tools like
wearables and fitness apps, telemedicine
providers, and at home testing kits.
▪ It also looks at other biological information
and biomarkers to gauge the risk of
disease in individuals, instead of solely
considering age, blood pressure, and
cholesterol levels.
CONSUMER TRENDS
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▪ According to Frost & Sullivan, the healthcare
apps market was around $ 6.6- 7.0 billion in
2016.
▪ With shift in focus to move beyond app
provision to act as service provider, they
anticipate the market to be much bigger than
$30 billion by 2025.
▪ The main challenge will be to integrate the
data from apps and mobiles to patient’s
electronic health record.
According to Grand View Research Inc.,
global remote patient monitoring devices
market is expected to reach $ 1.9 billion by 2025
CONSUMER TRENDS
Sources: Frost & Sullivan, 2016; Grand View Research, Inc., 2016
Photo by Andres Urena on Unsplash
▪ Increased information access, awareness
and digital health technologies have
empowered patients, thereby allowing
increase in patients participation in managing
their own health.
▪ The use of wireless and mobile
technologies continues to be of interest to
providers and health systems as they try to
engage patients in their healthcare and
deliver high quality care.
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
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▪ Digital health stakeholders promote
collaborative teaching tool, based on the
principle of serious games.
▪ Immersive technologies can be used to
prepare students and surgical resident to
operating room.
▪ Digital simulation platforms based on
Virtual Reality and Artificial Intelligence
improve medical training and help doctors
adhere to the ethical principle of “Never the
first time on a patient.”
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
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▪ Healthcare is arguably one of the most
fragmented industries because the entire
experience is isolated across health systems,
hospitals, providers, pharma and payers.
▪ Consumer expectations are evolving to a
channel-agnostic and consumer-centric
view where they demand omnichannel
experiences.
▪ This vision of a connected healthcare
marketing ecosystem requires
convergence across data, technology and
communication, as well as skills and
operating models.
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDSHealthcare companies must establish a planning process
that inspires data-driven marketing that connects content,
data and technology with a focus on the consumer
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▪ The ability to leverage a consumer’s
context to predict future health conditions,
while inspiring and influencing every piece
of communication that drives action just at
the right time, is the ultimate challenge.
▪ Once marketers have this data- and insight-
driven content strategy defined, they need
the ability to syndicate, distribute, measure
and optimize the content seamlessly
across channels wherever the consumer
may be in an “always-on” way, breaking the
traditional mindset of time-bound push
campaigns.
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS Brands need to develop a content strategy and framework
that is channel-agnostic and driven by consumer behavior
and inflection points through the journey
Photo by Julia Sabiniarz on Unsplash
▪ Retailers are proactively working to set up
programs that sell bundles or packages
targeting a wide spectrum of care services.
▪ Relevant traditional retailers are evaluating
or already experimenting (e.g. Walmart) the
introduction of disease management care
packages which, for an annual or monthly
fee, will provide subscribers with
consultations, coaching sessions,
medicines and medical supplies, dietician
advice, and even referrals.
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
Photo by Xavier Bentes on Unsplash
HEALTHCARE
SERVICES INNOVATIONS
CONSUMER TRENDS
The Taguig City Government, in the Philippines, launched in early
2017 NICO: an intelligent ashtray able to extract nicotine from
cigarettes butts. Nicotine is then turned into an organic pesticide
which repels mosquitos, a local plague causing several illnesses.
NICO ashtrays are available in several Taguig public areas, where
local smokers can dispose their cigarettes improving the overall
wellness of their city.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Source: adobomagazine.com
TAGUIG CITY
GOVERNMENT
Turn Cigarettes into
Organic Pesticide
Photo by Patrick Brinksma on Unsplash
Normal pads contain a great quantity of plastics, chlorine-bleached
wood pulp and other toxic/non biodegradable components. Saathi, a
startup from India, launched pads that are 100% biodegradable:
they are made from banana fibers and other natural materials.
These pads allow rural Indian farmers to sell a side product that
usually they discard after harvesting the banana fruit, producing
environmental and social benefits.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Source: saathipads.com
SAATHI
Biodegradable
Sanitary Pads
made from
Banana Fibre
Photo by Lotte Löhr on Unsplash
Source: trendwatching.com
NO DEMOGRAPH
CONSUMERISM
RYU
Discounts for
Customers Who
Change Size
January 2017 saw Canadian active wear brand Ryu unveil a
promotion giving customer discount on fitness garments if they
had either lost weight or gained muscle mass over the previous
year. Shoppers who fulfilled the criteria could bring items they had
bought from the Canadian athletic apparel brand back to stores and
repurchase the same or similar items for half price, any returned
items were donated to local fitness-related charities by Ryu.
Photo by Tyrell Charles on Unsplash
Source: trendwatching.com
AI / ROBOT WAVING
WOEBOT
Therapy ChatbotWoebot is a chatbot created by a team of Stanford psychologists
and AI experts which uses cognitive behavioral therapy methods
through brief daily chat conversations, mood tracking, curated
videos, and word games to help people manage mental health.
Woebot costs USD 6 – 12 per week based subscription plan.
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Source: joyforall.hasbro.com
AI / ROBOT WAVING
HASBRO
Realistic
Robo Pets
The Hasbro's Joy For All products include dog and cat robots
that have realistic fur, make pet-like sounds and have sensors
that respond to petting and hugs with animal-like movements. The
aim of the robot pets is to keep elderly people company.
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Source: sentrian.com
AI / ROBOT WAVING
SENTRIAN
Remote
Patients
Intelligence
Platform
Sentrian has developed a Remote Patient Intelligence Platform
which uses big data analytic techniques, augmented by clinician-
directed machine learning to learn from experience to refine
health deterioration rules for specific patients to reduce false
positives and improve healthcare outcomes for each patient.
Photo by Mark Cruz on Unsplash
Source: turbine.ai
AI / ROBOT WAVING
TURBINE
Personalized
Treatment
Turbine is an artificial intelligence solution aimed at designing
personalized treatments for any cancer type or patient faster than
any traditional healthcare service. The technology models cell
biology on the molecular level; it can identify the best drug to
target a specific tumor with, moreover it identifies complex
biomarkers and design combination therapies by performing
millions of simulated experiments each day.
Photo by Hal Gatewood on Unsplash
Source: cyrcadiahealth.com
AI / ROBOT WAVING
CYRCADIA
Wearables for
Early Detection
Developed in conjunction with the Nanyang Technological University
of Singapore, the US Cyrcadia Health solution employs machine
learning predictive analytic software and a series of algorithms to
identify and categorize abnormal patterns in otherwise healthy
breast tissue. Cyrcadia’s iTbra consists of two wearable breast
patches which detect circadian temperature changes within
breast tissue useful for the detection of cancer at early stages.
Photo by Christopher Campbell on Unsplash
Source: humancharger.com
WELLNESS AND
MINDFULNESS LIFE
HUMANCHARGER
Recharge Your
Body with Light
Earplugs
HumanCharger is a personal health device that uses light as a
therapy to improve mood, increase mental alertness, and reduce
the effects of jet lag. This device comes from Finland, where the
amount of natural sun light is relatively low from late autumn to early
spring. The device is able to naturally stimulate the light-sensitive
regions of the brain through the ear channels, increasing the
overall well-being. The HumanCharger is shaped as an mp3 player.
Photo by Tommy Tong on Unsplash
Source: trendwatching.com
WELLNESS AND
MINDFULNESS LIFE
SWAY
Meditate
Everytime,
Everywhere with
an App
Sway is one of the most effective interactive meditation mobile
app on the market. It uses gamification techniques to involve
users and to provide them with an interactive experience. Sway
exploit smartphone’s sensors to track users’ movements, helping
to reach focus and improve attention. This app costs USD 2,99.
Photo by Lee Key on Unsplash
WELLNESS AND
MINDFULNESS LIFE
MOLEKULE
Control and Purify
the Air You Breathe
The US-based startup Molekule has developed an air purifier that
uses a disruptive and patented new technology to purify air. Normal
air purifiers simply try to remove pollutants by using filters, while
Molekule uses a new nanotechnology to break down the structure
of any air pollutants and completely eliminate them on a
molecular level. Molekule air purifier is mobile, intelligent and
connected: it can be remote controlled via mobile app, allowing
users to monitor air quality and to program it.
Source: molekule.com
Photo by Breather on Unsplash
Source: qantasnewsroom.com.au
WELLNESS AND
MINDFULNESS LIFE
QUANTAS
Fly with a Wellness
Approach
Quantas and The University of Sydney’s Charles Perkins Centre are
developing a new approach to ensure a high level of wellness
during long haul travels on the Boeing 787 Dreamliner airplane.
On-board exercises, menu design, pre and post-flight
preparation, and cabin environment management (including
lighting and temperature) will increase the overall comfort of
passengers helping them to face negative long flight side effects,
such as jetlag.
Photo by Mpumelelo Macu on Unsplash
Source: lumobodytech.com
HYPER
PERSONALIZATION
LUMO LIFT
Wearable
Posture
Coach
Lumo Lift is a wearable posture coach that helps users sit
straighter, stand taller, and look better by buzzing when they
slouch. This posture monitoring device alerts the person when
their posture changes, thus providing the feedback necessary to
ensure correct posture whether sitting of standing.
Photo by rawpixel.com on Unsplash
Source: www.loseit.com
HYPER
PERSONALIZATION
LOOSE IT
DNA Based
Weight Loss
Lose It has launched a feature giving people a weight loss plan
based on their DNA. EmbodyDNA requires participants to order a
DNA kit for USD 189.99, which is sent to specialists for analysis.
The Lose It mobile app then makes recommendations based on
the results, considering details such as metabolism, allergies,
family history, genetic predisposition to a high body mass index
and exercise levels.
Photo by Brooke Lark on Unsplash
Source: arabnews.com
NuYu launched in the Kingdom of Saudi Arabia a chain of boutique
women's fitness centres. Impact is a highly sophisticated High
Intensity Interval Training program, with a 30-minute workout
session targeting and challenging different areas of the body over six
days of the week. Impact aims at promoting a strong, feminine
toned silhouette in an edgy, urban and motivating environment.
NUYU
A Fitness Program
for Women
HYPER
PERSONALIZATION
Photo by Scott Webb on Unsplash
Source: trendwatching.com
The US mattress startup Casper offers staff cash rewards for
sleep and exercise. Employees track their metrics via fitness-
reward app IncentFit, and are rewarded for gym session and
activities. Employees can earn up to USD 130 per month for exercise
and USD 60 per month for sleep. As of June 2017, more than half of
staff members use the scheme.
CASPER
Cash Rewards for
Sleep and Exercise
HYPER
PERSONALIZATION
Photo by Adi Goldstein on Unsplash
Source: pathway.com
HYPER
PERSONALIZATION
PATHWAYGENOMICSCustomized Health
Advice
Pathway Genomics is developing an application that will provide
customized health advice based on users specific genetic
makeup. Focusing on providing users with the most validated and
personalized healthcare information delivered to any device, the
company’s program with IBM Watson is the first of its kind to merge
artificial intelligence and deep learning with precision medicine,
applicable to both consumers and providers.
AI / ROBOT WAVING
Photo by jesse orrico on Unsplash
Source: face2gene.com
Face2Gene is a deep learning mobile app that helps identify rare
diseases from the image of a person’s face. The app was created
by US-based biotechnology company FDNA and is designed to be
used healthcare professionals. Over 7,000 rare genetic disorders
can be identified using the facial recognition technology. Doctors
take a photo of a patient’s face using their smartphone camera,
which is then compared to a database of hundreds of thousands of
real-world patient cases.
HYPER
PERSONALIZATION
AI / ROBOT WAVING
FDNA
Image Diseases
Identification
Photo by Eric Ward on Unsplash
Source: thedolphinswimclub.com
In October 2017, the Dutch non-profit startup DolphinSwimClub
unveiled waterproof VR glasses which allow people to drift around
a pool watching bottlenose and spinner dolphins playing around
them in virtual reality. The VR dolphin therapy in a pool, still at trial
stage, is though to be a world first in use in more than 150 hospitals
and healthcare institutions in Europe and North America as a new
drug free medicine without side effect for users against autism,
depression and for general pain relief.
THE DOLPHIN
SWIM CLUB
TRAINING/ CONTENT
REVOLUTION
Medical
Virtual
Reality
Photo by Chris Kristiansen on Unsplash
Source: trendwatching.com
In April 2017, Brazil-based health clinic network Hermes Pardini
debuted a virtual reality experience for children who are afraid of
vaccinations. VR headset are placed on children about to receive
vaccines: a character in the virtual world then asks the child to
become a “Hero” and places a “Special power” on their arm.
HERMESPARDINI
VR Experience
Turns Children’s
Vaccines Into
Entertainment
TRAINING/ CONTENT
REVOLUTION
Photo by Samuel Zeller on Unsplash
Source: medicalrealities.com
Launched in April 2017 with its first platform, the London-based
company mission is to solve big problems in surgical training
using immersive technology. The Medical Realities team brings
together innovative technologists and world class healthcare
professionals composed by doctors, educators, software engineers,
designer and videographer.
TRAINING/ CONTENT
REVOLUTION
MEDICALREALITIES
Learn Surgery in
Virtual Reality
Photo by Piron Guillaume on Unsplash
Source: trendwatching.com
In August 2017, Brighton Sauna unveiled a vending machine
offering free HIV testing kits. The venue for gay men has installed
the machine thanks to a partnership with test kit makers BioSure
and Martin Fisher Foundation. Individuals complete a finger-prick
blood test, following the instructions displayed on-screen, and obtain
their HIV results 15 minutes later. The project is supported by Public
Health England’s HIV prevention innovation fund.
FAST SHOPPING/
OMNICHANNEL
MARKETING
BRIGHTONSAUNA
Vending Machine
Offering Free HIV
Testing Kits
Photo by Jackson Jost on Unsplash
Source: trendwatching.com
In May 2017, Alipay partnered with Beijing-based Taikang
Insurance to offer customers one year’s health insurance
coverage every time they make payments using their Alypay
Wallet. The service enables people under the age of 60 to gradually
accumulate free insurance, up to maximum of USD 290. Customers
can activate their insurance via the Alipay mobile app, with no need
for a medical examination.
FAST SHOPPING/
OMNICHANNEL
MARKETING
ALIPAY
Digital Wallet for
Free Health
Insurance
Photo by Mia Baker on Unsplash
Source: trendwatching.com
In June 2017, French food company Danone announced that it was
relaunching many of its brands around a new manifesto on health
and sustainability. Incorporating input from 50,000 employees, the
firm produced a manifesto that became its new “One Planet, One
Health” positioning. Danone said many of its brands – which
include Activia and Evian – would be relaunched around the new
positioning in 2018.
FAST SHOPPING/
OMNICHANNEL
MARKETING
CIRCULAR and
SUSTAINABLE
CONSUMERISM
DANONENew Manifesto on
Health and
Sustainability
Photo by Paul Bence on Unsplash
Data & information have
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